How to Open a Xiaohongshu Shop: Guide for HK/Overseas Brands

Why Open a Shop on Xiaohongshu?

As traffic dividends shift, the cost of acquiring customers on traditional e-commerce platforms has become increasingly expensive. In contrast, Xiaohongshu (XHS), with its unique community atmosphere and high conversion rates, has become a new oasis for brand marketing.

A Massive High-Value User Base

The growth rate of Xiaohongshu is staggering. As of 2025, the platform boasts over 300 million monthly active users, and the numbers continue to grow. More importantly, its user profile holds immense commercial value:

• Female-Dominated: Over 70% of users are female, making it a primary battlefield for high-consumption industries like beauty, fashion, maternal/baby products, and home decor.
  
• Growth of Hong Kong Users: The penetration rate of Xiaohongshu in Hong Kong is constantly rising, with active users surpassing 2 million. This means even if you don't plan on cross-border logistics, XHS is an excellent promotion platform for the local Hong Kong market (e.g., beauty salons, local retail).
  
• Golden Age Group: The main consumer group is concentrated between 25–34 years old. These individuals possess high education, high income, a pursuit of quality of life, and a willingness to pay for "good products."
  

The Unique "Social + E-commerce" Ecosystem

The greatest "moat" of Xiaohongshu lies in its "Seed" (Zhong Cao) culture:

• Seeding (Zhong Cao): Users share real experiences and insights on the platform, stimulating the purchasing desire of other users.
  
• Weeding (Ba Cao): After being "seeded," users purchase directly within the platform or via redirect. In 2025, Xiaohongshu further strengthened this "closed-loop" experience. Users have extremely high trust in platform content, believing reviews here are more authentic than those on traditional e-commerce sites, thereby greatly shortening the path from "awareness" to "purchase."
  

A Search Engine for the New Era

A significant trend is that more of the younger generation (especially Gen Z females) no longer open Google or Baidu as their first reaction when encountering a problem; they open Xiaohongshu. Whether it's "where to shop in HK," "what essence to use for sensitive skin," or "2025 Spring/Summer outfits," XHS has become the preferred search engine in the lifestyle sector. Opening a shop on XHS and performing SEO (Search Engine Optimization) means you can precisely intercept traffic with clear needs.

2025 New Policy: "Account-Store Integration"

To attract more merchants, Xiaohongshu in 2025 optimized its "Account-Store Integration" strategy and launched several dividends friendly to small and medium merchants:

• Zero Threshold for Shop Opening: No more tedious capital verification; the process is greatly simplified.
  
• Direct B2C Connection: It breaks down the barrier between Business (Merchant) and Consumer (User), allowing merchants to interact with fans more directly.
  
• Commission Waivers: The most substantial benefit for beginners—no platform commission for monthly turnover under RMB 10,000. This significantly reduces the initial trial-and-error costs for Hong Kong merchants.
  

Xiaohongshu "Account" vs. "Store"

Before entering the process, two concepts must be clarified: You first need a "Professional Account" to open a "Store."

Professional Account: The Entry Ticket for Operations

The foundation of all commercial behavior is the Professional Account:

• Personal Professional Account: Suitable for designers, photographers, or individual bloggers. Requires a Mainland ID for real-time authentication. While they can open a shop, functions are relatively limited.
  
• Enterprise Professional Account (Preferred for HK Merchants): Suitable for companies. Hong Kong merchants can apply using their Business Registration (BR).
  

• Advantages: Obtains the official Blue V certification mark, increasing consumer trust; possesses more powerful backend functions like advertising (Spotlight Platform) and data analysis; the daily private message limit can reach 15+ people, facilitating customer service.
  

Store Types: For Selling

• Personal Store / Individual Store: Opened by "Personal Professional Accounts," suitable for sole proprietors or fledgling creators.
  
• Enterprise Store: Opened by "Enterprise Professional Accounts." This is the choice for the vast majority of HK brands and formal merchants, offering a more professional image and more marketing tools.
  

Xiaohongshu Opening Guide: Shop Type & Detailed Process

For Hong Kong merchants, shops usually fall under the "Cross-border Store" category. Xiaohongshu strictly divides store types:

Three Store Types for HK Merchants

• Flagship Store: For owners of their own brands or brands with exclusive authorization. Requires a Trademark Registration Certificate (R-mark or TM-mark). This has the highest weight and best image.
  
• Specialty Store: For merchants holding a first-level authorization letter. Suitable if you aren't the brand owner but have direct authorization to sell on XHS.
  
• Franchise Store: For merchants managing two or more brands. Suitable for distributors, beauty multi-brand stores, or select shops. You can sell products from different brands as long as you provide full procurement chain proof.
  

Step-by-Step Application Process

• Register a Standard XHS Account: Download the app and register using a mobile number.
  
• Apply for "Enterprise Professional Account" Certification: Go to the Creator Center -> Professional Account Center -> "Become a Professional Account" -> "Enterprise/Organization."
  

• Required Data: Hong Kong Business Registration (BR); ID of the legal representative (Passport or ID); Authorization letter and ID of the account operator.
  

• Pay Certification Audit Fee: Pay an audit fee of RMB 600. This is usually non-refundable regardless of the outcome.
  
• Fill in Store Information: Once certified (Blue V obtained), click "Open Store" in the Professional Account Center. Select your store type and upload brand qualifications (Trademarks/Authorization).
  
• Pay Deposit & Wait for Audit: Official audit usually takes 3 to 5 business days. Once passed, pay the Deposit to officially list products.
  

Xiaohongshu Opening Costs & Fees

• One-time Costs:
  

• Audit Fee: RMB 600 (paid to the third-party auditor).
  
• Deposit: Minimum RMB 20,000 (frozen in the account for consumer protection; refundable upon closing the shop if no violations occur).
  

• Ongoing Operational Fees:
  

• Platform Commission: 0% for monthly turnover ≤ RMB 10,000; 5% commission for the portion exceeding RMB 10,000.
  
• Annual Audit Fee: RMB 600/year to maintain Blue V status.
  
• Cross-border Payment Fee: Approx. 0.7% (charged by third-party platforms like WeChat Pay or Alipay International when settling/withdrawing RMB).
  

Core Strategy: From "Seeding" to High Conversion

Opening the shop is just the first step; selling is the key. XHS logic is "Content is Traffic."

• Strategy 1: High-Quality "Seeding" Content: Use backend data to analyze target audience interests. HK merchants should be mindful of Traditional vs. Simplified Chinese usage and aesthetic differences. Short videos and livestreams currently receive more traffic support than just text/images.
  
• Strategy 2: KOL / KOC Collaboration: * KOL (Key Opinion Leaders): Partner with influencers that match your brand tone to boost brand awareness.
  

• KOC (Key Opinion Consumers): Spread many authentic review notes from ordinary users. When others search for your brand, seeing "crowds" of positive reviews creates a "herd mentality" and a "trending" atmosphere.
  

• Strategy 3: Official Advertising (Spotlight Platform):
  

• Feed Ads: Appear in the "Discover" page; good for reaching a broad interest group.
  
• Search Ads: The highest conversion type. Your ad appears when users search specific terms like "moisturizing cream."
  

Success Keys: Creating Viral Notes & Traffic Tips

A "viral note" can bring hundreds of thousands in turnover.

• The Viral Secret: Titles must grab attention in 0.5 seconds (use numbers, "VS" comparisons, or scenario-based hooks like "Must-see for HK girls"). Covers must be high-quality and clear, ideally using a 3:4 ratio.
  
• Hashtags (#): Use a combo of Brand words + Product words + Industry trends + Scene words.
  
• Traffic Closed-loop: Tag product links directly in notes so users can "Buy while they watch." Use your Bio/Profile to guide users to the "Store" link.
  

How Aspire Business Account Helps Your XHS Business

For HK merchants, running XHS involves cross-border funds and ad payments, often with high fees. Aspire provides an efficient solution:

• Save on Ad Payment Costs: Paying for "Spotlight" ads in RMB/USD via traditional HK credit cards often incurs a 1.5% - 2% foreign transaction fee.
  
• Aspire Advantage: Provides competitive FX rates and virtual corporate cards. Using an Aspire card for ads can save high fees and even earn Cashback, lowering your CPA (Cost Per Acquisition).
  
• Manage Cross-border Funds: Aspire’s Multi-currency Account lets you hold and manage RMB, HKD, and USD easily, reducing unnecessary exchange losses when settling store revenue or paying Mainland suppliers.
  
• Budget Control: Open dedicated virtual cards for different team members or campaigns with spending limits, ensuring budgets aren't overspent and making reconciliation transparent.
  

Open an account for free now to experience a smarter financial solution and accelerate your business growth!