How to Open a Xiaohongshu Shop: A Complete Guide for Brand and Business (2024)
🚀 Ready to launch your Xiaohongshu E-commerce shop? In this post, I’ll guide you through every step of the xiaohongshu shop setup process, from start to finish. Whether you're a newbie or need a refresher, you’ll find all the tips and insights you need to get your store up and running smoothly. 📦
Sofia&Zoe
8/3/20247 min read
Are you a brand eager to tap into the booming Chinese market through Xiaohongshu e-commerce?
Or perhaps you're considering opening a Xiaohongshu shop but feel unsure about where to begin?
You're in the right place!
In this post, I’ll guide you step-by-step through the process of setting up your own Xiaohongshu shop.
Let’s get started!
Why Xiaohongshu E-commerce is Crucial for Your Business Success
As one of the most popular social media platforms in China, Xiaohongshu has become a pivotal space for brands to advertise and sell their products.
According to the latest data, over 140,000 brands are actively engaging in branding on Xiaohongshu, clearly reflecting the platform’s significant opportunities.
Moreover, Xiaohongshu boasts more than 300 million active users, most of whom are young people from developed areas with strong purchasing power. This demographic represents a large market that can generate substantial revenue for businesses.
Most importantly, Xiaohongshu simplifies the process for brands to enhance their visibility.
With Xiaohongshu, brands can showcase their products in various formats like carousels, videos, or live streaming. If users come across your content, they can directly click the product link below your post to make a purchase, streamlining the journey from marketing to sales within one convenient app.
Are you ready to launch your Xiaohongshu shop?
Next, I'll guide you through a step-by-step process to get started.
How to Set Up Your Xiaohongshu Shop: A Step-by-Step Guide
Attention!
Before you begin, note that Xiaohongshu requires brands to set up their store using a PC. The mobile app does not support this function, so make sure you're using the correct platform. Here’s a step-by-step guide to help you get started:
Step 1: Set Up a Business/Pro Account
To open a Xiaohongshu shop, the first thing you need to do is ensure that you are eligible.
According to Xiaohongshu’s requirements, only a Business/Pro Account can open a store. This specialized account is tailored for businesses aiming to establish a strong presence on the platform. If you want to learn more about how to open a Xiaohongshu Business Account, you can check out our detailed guide.
How to Open a Xiaohongshu Business Account?
To open a Business/Pro Account, follow these steps:
Visit the Xiaohongshu website.
Log in to your personal Xiaohongshu account.
Click the “Business Cooperation” button in the top right corner.
Select “Pro Account.”(Business Account)


Xiaohongshu provides you with three options to get started:
Choose the option that best suits your current needs
Set Up Both a Business Account and E-commerce Shop Together: This option is ideal if you want to immediately begin selling products. By choosing this, you'll set up your business account and your e-commerce shop in one streamlined process.
Set Up Both a Business Account and Paid Ads Account Together: If your initial focus is on advertising and building brand awareness before opening a shop, this option allows you to create a business account alongside an ads account, enabling you to run paid campaigns.
Set Up Only a Business Account: If you want to explore Xiaohongshu and establish your brand presence without committing to ads or e-commerce just yet, you can opt to set up just the business account. You can add the e-commerce shop or paid ads later when you're ready.


For brands who wanna set up a shop, choose the first option: “Opening a shop and selling products.” The page will automatically redirect you to the Xiaohongshu e-commerce website, where you can complete the remaining steps.
If you already have a Pro account, you can go directly to the Xiaohongshu e-commerce website to finish the remaining steps.


Step 2: Choose the Type of Entity
Log in to your account and then choose your type of entity.
There are three types of entities eligible to open different types of Xiaohongshu shops:
个人身份 (Individual)
个体工商户 (Sole Proprietor)
企业和公司 (Business and Company)
As an international business registered outside of China, if you want to set up a shop under your international company, you should select the third option: Enterprise/Company. The other options require a Chinese ID and Chinese business license.


Step 3: choosing the Type of Xiaohongshu E-Commerce Shop You Want to Open
Xiaohongshu offers several shop types, each catering to different business models and requirements. Here’s a breakdown to help you decide which option suits your brand:
1. 普通企业店 (Standard Business Shop)
Requirements: Requires a Chinese business license.
The 普通企业店, or Standard Business Shop, is designed for businesses with a Chinese business license. This type of shop is ideal for local businesses or international brands that have set up a legal entity in China. If you’re a foreign company without a Chinese business license, you might need to consider other options or explore how to obtain one to qualify for this type of shop.
2. 旗舰店 (Flagship Store)
Overview: The 旗舰店, or Flagship Store, is a premium shop type that allows brands to showcase their products in a more prominent and branded environment. This type of shop is typically reserved for well-known brands and offers enhanced visibility and customization options.
3. 专卖店 (Exclusive Store)
Overview: 专卖店, or Specialty Store, is tailored for brands that want to focus on a particular category or type of product. This shop type allows you to present a curated selection of products to target a specific audience interested in those items.
Characteristics:
专卖店 typically only sells products from one brand, whether it’s a manufacturer’s brand or a middleman’s brand.
The primary goal of an Exclusive Store is to meet market demand by attracting customers through the specialized sale of a single brand’s products.
4. 专营店 (Specialty Store)
Overview: 专营店, or specialty Store,is designed to handle multiple brands, which may belong to the same entity or different entities, as long as they fall under the same primary category and can provide authorization documents.
Characteristics:
专营店 can manage various brands, provided they belong to the same primary category and proper authorization is submitted.
This type of store is categorized and named based on the product category it sells, such as fashion stores, shoe stores, or food stores.
5. 官方旗舰店(仅邀约) (Official Flagship Store - Invitation Only)
Overview: The 官方旗舰店, or Official Flagship Store, is a high-profile shop type available only by invitation. This shop type is typically reserved for major brands and offers top-tier visibility and customization options on Xiaohongshu.
Note: Since this option is by invitation only, you may need to build a strong brand presence and reputation to be considered for this type of shop.
6. 卖场型旗舰店(仅邀约) (Marketplace Flagship Store - Invitation Only)
Overview: The 卖场型旗舰店, or Marketplace Flagship Store, is another exclusive shop type available only through invitation. This type focuses on a marketplace model, providing a platform for multiple brands or product categories within a single store.
Note: Like the Official Flagship Store, this option is also by invitation only and is best suited for well-established brands or those looking to offer a broader range of products.


Unsure which Xiaohongshu e-commerce shop is right for you?
Book a call, and I’ll help you choose based on your business goals and qualifications.
Step 4: Submit Required Materials
Now let's move to the step of submitting required materials.
For overseas brands looking to open a Cross-Border Xiaohongshu Store, whether it's a Flagship Store, Exclusive Store, or Specialty Store, the necessary documents include:
The Oversea Business License
Authorization Letter
Photo of your passport
Trademark Registration Certificate / Notice of Acceptance for Application for Trademark Registration/Trademark Document (Overseas)
Besides, you need to provide documents from the cross-border shipping company, which include:
境内委托企业营业执照: Business License for the Chinese company handling shipping and tax
海关报关单位注册登记证书 / 海关进出口货物收发货人备案回执: Customs Declaration Registration Certificate of the Chinese company / Customs Import and Export Goods Consignee and Consignor Record Receipt
Note that Xiaohongshu may update these requirements periodically.
So make sure to check the latest requirements on their website before applying: Xiaohongshu Merchant Materials and Cost
If you are looking for a cross boarder shipping company, contact me
Step 5: Wait for Verification
After submitting all the required information, all you need to do is wait for the platform to verify your materials.
This process may take 7 business days or more. If the submitted document is not qualified or if some documents are missing, it might take longer due to back-and-forth editing.
Once your application is approved, you can start uploading your product catalog and begin selling your products!
By following these steps, you’ll be well on your way to setting up your Xiaohongshu shop and tapping into a vast market of eager consumers!
Conclusion
Opening a Xiaohongshu shop isn't overly challenging, but it does require dedication.
If you wanna save time and only focus on your core business and product, leave the Xiaohongshu marketing to me and be hassle-free.
I can help you from setting up a shop and listing products to marketing on Xiaohongshu.
Let's work together to grow your business!
If you found value in this post, there are more ways I can help you!
Follow me on Instagram @chinamarketingzl for behind-the-scenes insights into my business and Xiaohongshu tips.
Check out my YouTube channel HERE for more free educational content.
Visit my website at www.chinamarketingzl.com to see how we can work together.
Email me directly for help at zoe@chinamarketingzl.com.
Meet Sofia Chen, the storyteller and designer behind today's post. ✨
With a passion for words and design, Sofia brings stories to life through both text and visuals. 📚
Her creative flair enriches my team, and I'm grateful for her contributions to crafting compelling content.
Thank you, Sofia!