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Introduction
Xiaohongshu, China’s premier lifestyle and social commerce platform, has evolved into a must-have channel for overseas brands in 2025, blending authentic user-generated content with seamless cross-border sales to over 300 million monthly active users. With its focus on premium imports and influencer-driven discovery, mastering the seller setup unlocks direct access to affluent, trend-savvy consumers seeking global authenticity. This guide provides a clear roadmap to registration and launch, ensuring your brand thrives in this trust-based ecosystem.
1. Verify Overseas Entity and Account Prerequisites
1.1 Company Registration Validation Overseas brands must possess a valid business registration document from outside mainland China, stamped with the official company seal or signed by an authorized representative. This establishes legal standing for cross-border operations, with no local entity required if partnered with a certified Chinese guarantor. Submit color-scanned originals in PDF format to expedite initial audits, typically within 3-5 days.
1.2 Official Brand Account Creation First, register a standard user account via the Xiaohongshu app using a Chinese mobile number or international proxy, then upgrade to an enterprise account on the merchant platform (biz.xiaohongshu.com). Select “cross-border” trade mode during setup to align with global shipping options. This blue-V verified account serves as the foundation for store integration and content posting.
2. Assemble Required Documentation Package
2.1 Trademark and Authorization Essentials Provide a color-scanned trademark registration certificate (R-marked, preferably under Madrid Protocol) or notarized exclusive authorization from the brand owner, specifying sales rights on Xiaohongshu. For multi-brand sellers, include power-of-attorney documents with seals. These prove IP legitimacy, crucial for beauty and fashion categories facing high scrutiny.
2.2 Business and Product Compliance Files Gather company introduction, legal representative passport, bank account proof, and category-specific certifications like CE or GB standards for imports. Overseas documents need certified Chinese translations but no full legalization in 2025. Organize into a zipped folder under 20MB for seamless upload, reducing rejection risks by 50%.
3. Submit Application and Undergo Review
3.1 Merchant Portal Submission Access the enterprise platform to fill out the store application, choosing types like flagship (multi-product) or specialty (single-brand) based on your portfolio. Upload documents and pay the initial review fee (around 1,000 RMB) for processing. Accurate category selection influences commission rates, so reference Xiaohongshu’s 2025 guidelines.
3.2 Audit and Feedback Process Expect a 7-15 day review period, with AI-assisted checks for completeness followed by manual verification. Respond to queries within 48 hours via the portal to avoid resets. Approval rates hit 85% for well-prepared overseas applicants, granting access to the Qianfan management system.
4. Deposit Payment and Store Activation
4.1 Security Deposit Structure Remit a category-based deposit of 20,000-50,000 RMB (e.g., 25,000 RMB for beauty), fully refundable after compliant operations. Use international wire or Alipay for confirmation within 24 hours. High-performers can apply for reductions after six months of positive metrics.
4.2 Final Contract and Integration E-sign the merchant service agreement post-approval, then configure your storefront with localized listings, logistics APIs, and payment gateways like Alipay International. Test end-to-end flows, including bonded warehouse links, to launch within 72 hours and start posting shoppable notes.
Case Study: Lumina Skincare’s Swift Global Entry
Australian premium skincare brand Lumina Skincare finalized their Xiaohongshu cross-border store in 22 days in Q1 2025 by submitting pre-translated Madrid trademarks and partnering with a Shanghai guarantor for compliance. Leveraging the Qianfan system for inventory sync, they integrated AR try-on features, achieving 7.2 million RMB GMV in three months through KOL-seeded notes.
Conclusion
Navigating Xiaohongshu’s global seller setup in 2025 empowers overseas brands to harness social commerce for authentic growth and direct sales. With over a decade of localization expertise, PLTFRM simplifies every step for seamless integration. Ready to activate your store? Contact us for a free document review and fast-track application support.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation! info@pltfrm.cn
