Xiaohongshu Basic Account v.s. Professional Account

Xiaohongshu, also known as RED and Little Red Book, is famous of its significant influencing power. It is currently the prime social media platform for brands looking to penetrate the Mainland China market. There are three major types of accounts on Xiaohongshu, while most brands and corporates opting for Enterprise Professional Account with blue tick as it equips with the most comprehensive marketing features. If you are unfamiliar with Xiaohongshu’s
account types, you may continue the article to understand the restrictions and benefits of different account types. If you would like to have some fundamental readings like What is Xiaohongxhu, you may read this article: > Relevant Article – Little Red Book Marketing: A Closed Loop Marketing Model

How to apply for different types of Xiaohungshu account?

Basic Account (普通帳號): Simply need to register by mobile phone SMS verification (accept phone numbers of any district / country). Only basic boosting, Chips, is available for increasing exposure, users have to upgrade to a Personal Professional or Enterprise Professional Account for additional features.

Personal Professional Account (個人專業號): Requires real-name verification by scanning Mainland Travel Permit (known as 回鄉證 / 台胞證) or overseas passport. Users may choose the identity that best describe themselves, for example makeup artist or model, which will be shown in the profile. With Personal Professional Account, Xiaohongshu e-shop function is only available to citizens or companies of Mainland China.

Enterprise Professional Account (企業專業號): Requires valid business license and annual verification fee to apply. Depending on the industry’s nature, additional documentation and proofs might be needed, subject to the final decision of the platform. Note that, there are requirements for various sensitive industries, such as finance or healthcare related, are not eligible for Hong Kong / Taiwan companies to apply. This is the most common account that brands will go for to fully utilise all functions available in Xiaohongshu.

Advantages of Enterprise Professional Account as a brand

One of the advantages of having an Enterprise Professional Account is the availability of precise advertising on Xiaohongshu’s official system, the Aurora. The precise targeting ad is best for reaching specific target audience and improve ROI of your spending. For more information, you may refer to this article: > Relevant Article – Understanding Xiaohongshu Advertising at a Glance

With Enterprise Professional Account, it also enables brands to initiate business collaboration with influencers (KOL & KOC) through the Xiaohongshu’s PGY system. There are strict restrictions on Xiaohongshu, violating will lead to limited traffic to the post. Using the PGY system, pre-declaration could be made for promotional content, minimizing the risk of being restricted, at the same time allowing to place ad on the Aurora. INITSOC is an official agency of Xiaohongshu PGY, contact us for influencer campaign!

In terms of Xiaohongshu e-shop, Hong Kong and Taiwan companies could establish RED e-shop (旗艦店 / 專賣店) to fulfil the purpose of digital marketing and online sales conversion in one-go. There are other differences between the accounts, which you may refer the table below.

The above information provided is organized base on the latest version of Xiaohongshu as of November 2023. Considering some major updates made in June 2023 on Xiaohungxhu promotional functions, it is anticipated that there would be continuous modifications may affect the strategy on Xiaohongshu marketing. As a professional China marketing agency, INITSOC will stay abreast of the latest news, delivering the best social media marketing solutions to our partners. Stay tuned for updates on Xiaohongshu or other Mainland China social media platforms, and do follow INITSOC on Facebook and LinkedIn! You may also directly contact our excellent marketing experts to explore diverse China marketing strategies.