If you’re a brand or business looking to penetrate China or the local Chinese market, Xiaohongshu (XHS) offers a unique social platform to market your products or services. For context, you can first read how popular is Xiaohongshu in countries outside of China.
However, it’s essential to understand a few key aspects before setting up your brand account. Notably, there’s no dedicated app for overseas users, and many business tools are only available within China. The platform’s content is primarily in Chinese, making it a compelling choice if you’re specifically targeting a Chinese audience.
Despite these constraints, many brands and businesses outside of China, including Malaysia, successfully leverage Xiaohongshu for their marketing efforts. In the following sections, we’ll walk you through the process of setting up your Xiaohongshu brand account.
Before we start, there are generally 3 types of Xiaohongshu accounts: Standard, Video Channel (视频号), and Pro Account (专业号).
Setting up a Xiaohongshu Standard Account
Like any social networking or lifestyle app out there, just download the Xiaohongshu app from the Google Play Store or Apple App Store and set up your profile photo, bio, and other details.
However, there are two important things to take note!
You can create an XHS account using a local mobile number, but it’s important to note that each number can only be associated with one XHS account. For example, if you already have one XHS account for personal use, you will need another mobile number to set up a brand account, unless you convert your personal account into the brand account.
Unlike other apps like Instagram or TikTok, you cannot add or manage multiple XHS accounts using the same app or mobile number.
Also, think twice before you set the XHS ID (or username) as it cannot be modified afterwards. For example, if you tie ‘silvermouse’ ID/username to your mobile number – it is a marriage you can’t divorce!
Therefore, just leave the XHS ID alone first unless you are super sure.
Upgrading to a Xiaohongshu Video Channel
As the name suggests, this is more suitable for content creators, media, or brands that are actively producing content.
The good news is, this account tier is conveniently available for overseas XHS users including Malaysia. Below are the criteria to be eligible for a Xiaohongshu Video Channel (视频号).
If you are already active on Xiaohongshu:
• Complete personal verification.
• More than 500 followers on XHS.
• Publish 1 or more original video content (at least 1 minute long).
• Obey the platform guidelines without any offenses.
Or, meet either one of the following conditions to be eligible:
• 5K or more followers on bilibili.
• 10K or more followers on Xigua or YouTube.
• 10K or more followers on Douyin, Kuaishou, or WeChat.
Besides enjoying higher content exposure with XHS Video Channel, you will be able to publish longer videos (up to 15 minutes) and unlock other features like schedule posts, set video chapters, etc.
Also, XHS content creators on this tier will be able to monetize their content akin to YouTube, but it seems that this is only available for creators in China at the moment. You can learn more about XHS Video Channel here.
Applying for a Xiaohongshu Pro Account
While XHS Video Channel is more suitable for content creators, Xiaohongshu Pro Account (专业号) is the one for businesses and brands.
Besides a set of comprehensive business tools, the following features are made available with an XHS Pro Account:
• Open an XHS e-commerce store
• Collaborate with XHS creators
• Advertise on XHS
Businesses can apply for an XHS Pro Account but the application process is quite complicated, everything is in Chinese and it can be a challenge for businesses outside of China. For example, you need to translate your company registration document into Chinese, etc.
Do take note that RMB600 application fees will be imposed, subject to Xiaohongshu’s approval and the fees will not be refunded if your application is rejected. A similar procedure is required annually as XHS will audit your account every year.
When you’re ready, just head over here to apply for an XHS Pro Account, good luck!
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