(Source: https://pltfrm.com.cn)
Introduction
Xiaohongshu (Little Red Book) has evolved from a content community into one of China’s most profitable e-commerce platforms, with cross-border GMV growing 120% YoY and expected to break ¥600 billion in 2025. For overseas brands, mastering Xiaohongshu store setup is now mandatory for beauty, fashion, health, and lifestyle categories. Here’s the exact 2025 process.
- Why Xiaohongshu Is Non-Negotiable for Overseas Brands
1.1 Highest Trust + Conversion Combo Xiaohongshu users convert at 8–15% (vs. 2–4% on most platforms) because they discover products through authentic notes before buying.
1.2 70% Female, 25–40, Tier 1–2 Cities Perfect overlap with mid-to-high-end overseas brand target audiences. - Two Store Types Overseas Brands Can Choose in 2025
2.1 Professional Account + “XiaoHongShu Shop” (Recommended) No China entity required, full data ownership, direct orders.
2.2 Flagship Store (“Brand Account + RED Store”) Requires China trademark + local entity, but gives 30–50% extra traffic weight. - Step-by-Step Registration Process
3.1 Submit via global.xiaohongshu.com → “Overseas Enterprise Entry”
3.2 Required Documents
- Overseas business license (notarized & apostilled)
- China trademark certificate (or Madrid international registration covering China)
- Brand authorization letter chain Average approval time: 7–21 days (90%+ pass rate for genuine brands).
- Store Design & Content Rules That Trigger Traffic
4.1 Cover & Avatar Must Include Chinese Brand Name
4.2 First 9 Notes Rule Post 9 high-quality Chinese-language notes within 14 days of opening → unlocks full traffic pool. Use professional translators + local designers – machine translation kills reach. - Case Study: Korean Skincare Brand Hits ¥340 Million on Xiaohongshu
A mid-tier Korean sheet-mask brand opened its Xiaohongshu Professional Shop in January 2025. By posting 12 notes/day with real Chinese user photos + running 3 “species grass” (种草) campaigns with 200 micro-KOLs, they achieved ¥340 million GMV and 1.2 million followers in 11 months.
Conclusion
Xiaohongshu store setup for overseas brands in 2025 is straightforward if you follow the exact document, content, and timing rules above. Skip any step and your store stays invisible.
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
