For overseas brands, Xiaohongshu onboarding is a document-matching exercise. The platform needs to understand who the advertiser is, what product is promoted, where users are targeted and which claims appear in content or ads.
Basic documents
| Document group | Typical materials |
|---|---|
| Company | Overseas registration proof, entity name, validity, contact person |
| Brand | Trademark, distributor letter, reseller proof or authorization chain |
| Product | Product category, packaging, website, store, product page |
| Advertising | Landing path, target region, promotion content, account role |
| Sensitive category | Import paper, inspection report, license, origin proof, test report |
Category-sensitive documents
Beauty, food, supplements, 3C, maternal and baby, pet, travel, education and healthcare-adjacent products should be checked before submission. Some categories may need special approval or platform-side communication.
What changes by targeting region
If ads only target non-mainland regions, requirements may differ from campaigns that also reach mainland China. The same product can need different materials under different targeting plans.
Practical advice
Prepare a document map before uploading anything. Mark which document proves entity, which proves brand rights, which proves product compliance and which supports advertising claims.
Muxiang can help you assess the account path, prepare documents and connect the result with content, ads and conversion reporting.
