Many fashion brands trying to run paid advertising on Xiaohongshu (RedNote) discover the account opening process is significantly more complex than on Instagram or Facebook. The platform has strict eligibility requirements, category restrictions, and documentation steps that can take weeks to complete and often result in rejection on the first attempt. Here is what international brands need to know before starting.
Why RedNote Advertising is Not Self-Serve for International Brands
XHS does not offer a simple self-serve advertising platform for overseas brands. Unlike Meta Ads or Google Ads, which allow any registered business to create an account and run ads within hours, XHS requires a formal onboarding process. International brands without a China business entity must work through an authorized XHS marketing partner to access advertising capabilities. This is a deliberate platform decision: XHS wants to maintain content quality and brand credibility, and the agency partner system is the enforcement mechanism.
Two Account Types and Their Requirements
XHS has two main account types relevant to fashion brands. The first is the brand official account (pinpai hao), a verified brand profile allowing organic content posting, user engagement, and some promotional content. The second is access to the XHS advertising platform (Juguang), which enables paid placement including discover feed ads, search ads, and KOL content amplification. Opening a Juguang advertising account requires either a China-registered business entity or an authorized agency partner relationship. The minimum monthly ad spend for managed accounts starts at approximately 50,000 RMB, around $7,000 USD.
Documentation Requirements for Brand and Ad Accounts
For the brand official account, requirements include: a China trademark certificate or international trademark covering China, brand profile information in Chinese, and category approval. Some categories require additional licensing, including cosmetics, food, and medical devices. For the Juguang advertising platform, documentation includes: a business license (China entity or overseas entity with China qualification), a signed agency agreement with an authorized XHS partner, category-specific certifications, and brand approval for the relevant product category. All documents must be submitted in Chinese or with certified translation.
Category Restrictions That Affect Fashion Brands
Fashion is generally an open category, but certain product types face additional review. Brands that overlap with beauty (skincare claims in garment products, wellness claims in sportswear), health, or regulated materials require category-specific approvals that add weeks to the process. Luxury brands sometimes go through additional brand protection review steps to prevent counterfeit account creation using established brand names. The review timeline for a standard fashion brand account is typically 2 to 4 weeks. For brands with complex category overlaps, 4 to 8 weeks is common.
Common Reasons for Rejection on the First Attempt
The most frequent rejection reasons: incomplete trademark documentation, inconsistency between the brand name on the trademark certificate and the account registration form, a category application that does not match the actual product range, and account profile materials that do not meet XHS content standards (low-resolution logo, missing Chinese brand name, no Chinese product description). Some brands also face rejection if unofficial accounts using the brand name have previously been flagged for policy violations on the platform. Clearing these flags requires a separate brand protection filing before account opening can proceed.
How to Speed Up the XHS Account Opening Process
Three steps reduce the opening timeline significantly. First, prepare all trademark documentation before starting: the China trademark registration certificate (not just the international filing), brand profile in Chinese, and category documentation. Second, pre-check the brand name for existing unofficial accounts on XHS and file for brand protection if any exist. Third, work with an authorized XHS agency partner from the start rather than attempting the process independently. Our Xiaohongshu marketing team manages the full account opening and setup process, removing the documentation burden from the brand team entirely.
How Fashion China Agency Handles XHS Account Setup
Fashion China Agency holds authorized XHS partnership status and manages the account opening process for international fashion brands. This includes preparing all documentation in the correct format, managing trademark verification, handling category applications, and ensuring the brand account setup meets XHS content requirements from day one. Once the account is open, our China social media agency team manages content strategy, paid placement via Juguang, and KOL collaboration programs. For beauty and cosmetics brands facing the same complex requirements, our partner Cosmetics China Agency handles the full XHS setup and management for skincare and beauty brands.
Sources: Xiaohongshu advertiser documentation 2025 (brand.xiaohongshu.com) | China Internet Network Information Center CNNIC Digital Report 2025 (cnnic.cn)
Olivier Verot is co-founder and CEO of GMA (Gentlemen Marketing Agency) and Fashion China Agency. He has been managing XHS advertising accounts for international fashion brands since 2016. Based in Shanghai since 2012. Connect on LinkedIn.