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Introduction
Xiaohongshu (Little Red Book) has solidified its position as China’s premier lifestyle and social commerce platform, where authentic user-generated content drives discovery and purchases of premium imported goods among affluent young consumers. In 2025, with enhanced support for cross-border operations, overseas brands can establish dedicated stores to leverage this trust-based ecosystem for direct sales. As an advertising agency with over a decade of expertise in localizing overseas brands in China, we outline the key steps to navigate Xiaohongshu’s cross-border store setup efficiently, ensuring compliance, rapid approval, and strong market entry through content-driven engagement.
- Qualifying as an Overseas Merchant
1.1 Entity Registration Verification Overseas brands must hold a valid business registration certificate from outside mainland China, including Hong Kong, Macao, or Taiwan, with notarization, legalization, and Chinese translation where required. This confirms eligibility for cross-border trade without needing a local entity. Proper documentation establishes legitimacy and forms the basis for all subsequent submissions.
1.2 Brand Trademark Proofs Provide registered trademark certificates from the origin country or complete authorization chains for agents/distributors, ensuring live registrations are used. Explicit mentions of Xiaohongshu in authorizations strengthen applications. Robust IP proofs prevent disputes and affirm product authenticity on the platform. - Appointing Local Support Structures
2.1 Domestic Entrusted Enterprise Designate a mainland China-based partner or agent to handle compliance, customs, and joint liability for cross-border operations. This includes obtaining necessary commitment letters and supporting documents. A reliable local entity streamlines regulatory interactions and accelerates the overall process.
2.2 Customs and Import Compliance Secure customs declaration registration certificates or import/export consignee records, often involving a domestic logistics partner. This enables bonded warehouse usage or direct mail fulfillment. Thorough preparation ensures seamless import processes and meets 2025 regulatory standards for cross-border products. - Navigating the Application Process
3.1 Merchant Portal Registration Access the official Xiaohongshu merchant platform (such as brand.xiaohongshu.com) to initiate registration, selecting overseas entity/cross-border options. Submit preliminary business details and proceed through guided steps. An organized application, often reviewed within days to weeks, benefits from completeness to minimize revisions.
3.2 Document Upload and Review Upload all compiled qualifications, including financial proofs and category-specific compliances. The platform conducts thorough verification, potentially requesting clarifications. Precise submissions and prompt responses lead to faster approval and progression to contract stages. - Handling Financial Commitments
4.1 Security Deposit Payment Pay the refundable deposit, typically around US$3,500 for cross-border stores, varying by category and risk assessment. This secures account activation and covers potential issues. Understanding amount variations allows accurate budgeting for smooth onboarding.
4.2 Fees and Commission Structure Prepare for annual verification fees (potentially waived for qualifying foreign SMEs) and category-based commissions (around 3-5%). These support platform operations and marketing tools. Planning for recurring costs ensures sustainable long-term presence. - Launching and Optimizing the Store
5.1 Store Configuration Customize the storefront with localized Chinese content, high-quality visuals, and integration for notes, live streams, and product links. Align with Xiaohongshu’s aesthetic to enhance discoverability. A polished setup drives user engagement from day one.
5.2 Content and Performance Strategies Leverage UGC tools, influencer collaborations, and analytics for monitoring traffic and conversions. Focus on lifestyle-oriented promotions to build community trust. Continuous optimization using SaaS insights sustains growth in this content-centric market.
Case Study: Estée Lauder’s Successful Xiaohongshu Integration
Global beauty leader Estée Lauder partnered with localization experts to fulfill 2025 cross-border requirements, including precise customs documentation and local agent setup. Their emphasis on authentic user reviews and live demos led to swift approval and rapid sales growth through community-driven content. This approach demonstrated how strategic compliance and content focus can establish premium overseas brands as favorites among Xiaohongshu’s discerning users.
Conclusion
Setting up a cross-border store on Xiaohongshu in 2025 requires careful alignment with qualifications, local support, and content strategies, but it unlocks powerful access to China’s lifestyle-conscious consumers. By following these steps with professional guidance, overseas brands can achieve efficient launches and sustained success.
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!
