In China, Xiaohongshu (RED) is far more than just a social app\u2014it has become a major platform where consumers make purchasing decisions. Today, its monthly active users (MAU) have surpassed 350 million.<\/p>\n
For many global brands, Xiaohongshu represents a compelling gateway into the Chinese market. However, complex onboarding procedures and security deposit requirements often pose a significant hurdle.<\/p>\n
In this guide, we\u2019ll map out the end-to-end process for overseas brands to open a EC store on Xiaohongshu. We\u2019ll also provide an in-depth breakdown of the core operational fees and security deposit requirements.<\/p>\n
* Information as of September 2026.<\/p>\n
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\nXiaohongshu (RED) is a social platform where users document and share their lifestyles through images, text, and short videos. It also functions as a powerful product-discovery community that directly shapes consumer purchasing decisions \u2013 a concept often referred to in China as \u201czhongcao\u201d (grass\u2011planting).<\/p>\n
Users turn to the platform to share daily life snippets and recommend favorite products. Over time, searching Xiaohongshu for authentic reviews before making a purchase has become second nature for a growing number of consumers.<\/p>\n
By seamlessly merging content sharing with e-commerce, Xiaohongshu launched its native commerce feature, \u201cMarketplace\u201d. This move has attracted a massive influx of brands, giving rise to its unique \u201czhongcao\u201d (grass\u2011planting) economy.<\/p>\n
For overseas brands, Xiaohongshu is more than just a channel for brand awareness\u2014it serves as a direct sales pipeline to Chinese consumers, creating a complete cross-border closed loop.<\/p>\n
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\nFor overseas brands, onboarding on Xiaohongshu (RED) typically follows a standardized three-stage process: account registration, official enterprise account verification, and store setup.<\/p>\n
You can register using a valid phone number (including international numbers) or an email address.<\/p>\n
The official enterprise account is a prerequisite for running commercial promotions and opening a store. Once verified, the account receives a blue \u201cV\u201d badge, confirming its official brand status.<\/p>\n
To complete verification, you will need to submit the following documentation.<\/p>\n
| Required Documentation<\/span><\/td>\n | Notes<\/span><\/td>\n<\/tr>\n| Business Registration Certificate<\/td>\n | If the document is in English, a Chinese translation must be provided. If it is in neither Chinese nor English, both Chinese and English translations are required. | \nAll translated documents must bear the official stamp of a third\u2011party translation agency.<\/td>\n<\/tr>\n Official Enterprise Account Application Letter<\/td>\n | Complete the provided template and affix your official company seal.<\/td>\n<\/tr>\n | Operator ID Document<\/td>\n | If the operator does not hold a Chinese ID card, a copy of the passport photo page must be provided.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n | The verification fee for an enterprise account is 600 RMB<\/strong>. After that, an annual review is required, and the fee for the annual review is also 600 RMB.<\/p>\n * Note: Enterprise accounts must complete the annual review within two months prior to the expiration date. Failure to complete the review on time or pass the review will result in the deactivation of official enterprise status and commercial privileges.<\/p>\n Once your enterprise account is verified, you can apply to set up a EC store. At this stage, you will need to submit the following additional documentation.<\/p>\n <\/p>\n <\/p>\n <\/p>\n The security deposit is paid to Xiaohongshu (RED) under the “one store, one deposit” principle. It guarantees product and service quality, ensures compliance with store agreements and legal obligations, and safeguards consumer rights.<\/p>\n Think of it as a “just-in-case” reserve fund.<\/p>\n Xiaohongshu\u2019s security deposit consists of two components: the Basic Security Deposit and the Risk Security Deposit.<\/strong><\/p>\n * The store operator pays the fee directly to Xiaohongshu, not to any agency or third party.<\/p>\n <\/p>\n The Basic Security Deposit consists of two parts: the Category Deposit and the Floating Deposit.<\/p>\n Paid upon store opening, this balance covers any consumer compensation or penalty fees incurred during store operations.<\/p>\n 1. Category Deposit<\/p>\n 2. Floating Deposit<\/p>\n On the 2nd of each month, Xiaohongshu recalculates the Floating Deposit based on the previous month\u2019s settled sales. Merchants will be notified if the required deposit amount increases.<\/p>\n When making the final payment, the higher of the two\u2014the Category Deposit or the Floating Deposit\u2014will apply as the required deposit amount.<\/p>\n * Example:<\/strong> General Merchandise Store<\/p>\n The store operates in two categories: 3C Digital Accessories and Pet Food and Supplies.<\/p>\n Since the store operates across multiple categories, the higher amount applies. In this case, the Category Deposit for this store would be $3,500.<\/p>\n For the current month, the store\u2019s settled sales amount is RMB 110,000, which corresponds to a Floating Deposit of $700.<\/p>\n Since the deposit is determined by the higher of the two\u2014the Category Deposit and the Floating Deposit\u2014the Category Deposit of $3,500 applies.<\/p>\n Therefore, the store\u2019s total deposit for the month would be $3,500.<\/p>\n The Risk Security Deposit is an additional deposit required only when specific conditions are triggered.<\/p>\n It is primarily used for order after-sales handling and consumer experience compensation. Under normal business operations, this deposit will not be triggered.<\/p>\n 1. Trigger Conditions<\/p>\n 2. Collection Standards<\/p>\n For standard stores, the Risk Security Deposit is twice the Category Deposit, capped at RMB 10,000.<\/p>\n * Specific conditions and amounts are subject to the information displayed on the Xiaohongshu Merchant Portal.<\/p>\n <\/p>\n 1. In the event of after\u2011sales claims or similar situations during day\u2011to\u2011day operations, Xiaohongshu will first deduct the amount from the store\u2019s balance. If the store balance is insufficient, Xiaohongshu will then deduct from the security deposit.<\/p>\n 2. Xiaohongshu reserves the right to deduct part or all of the security deposit in accordance with the agreement and platform rules under any of the following circumstances:<\/p>\n \uff08Primary Uses: Consumer compensation, compensation for platform losses, payment of liquidated damages, and other related costs.\uff09<\/p>\n When a deficit occurs in the security deposit account, prompt replenishment is required.<\/p>\n * Specific conditions and amounts are subject to the information displayed on the Xiaohongshu Merchant Portal.<\/p>\n * Specific conditions and amounts are subject to the information displayed on the Xiaohongshu Merchant Portal.<\/p>\n <\/p>\n While cross-border onboarding and platform rules may seem daunting at first, the actual process is straightforward once you break down the workflow and deposit requirements.<\/p>\n We hope this guide provides a clear, actionable roadmap to help you confidently take your first step onto Xiaohongshu.<\/p>\n Information as of August 2026.<\/p>\n Platform policies, deposit standards, and onboarding requirements are subject to change.<\/p>\n Please refer to official Xiaohongshu documentation.<\/p>\n |
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