Juguang (聚光) is where paid Xiaohongshu (RED) campaigns are built and bought, but you cannot simply sign up for it. The ad account is layered on top of a verified enterprise Professional Account (企业专业号), and if your company is registered outside mainland China, every industry is invitation-only. Here is how account opening works under the simplified flow introduced in September 2025, which verification route to pick, how to fund the account from abroad, and how industry requirements change depending on where your ads will be shown.
Eligibility and prerequisites
- Professional Account first. According to Juguang’s note on the simplified account-opening flow (聚光开户链路简化说明), since September 2, 2025 advertisers no longer need to submit industry qualifications (行业资质) to open an ad account. A verified Professional Account is enough to open the account and log in; industry qualifications can be added later, before you create ads.
- Cost of the Professional Account. First-time enterprise verification costs RMB 600. Verification is valid for one year, and the annual review (年审) also costs RMB 600. Reviews normally take three business days.
- Which foreign entities qualify. The Professional Account rules say companies registered outside mainland China, including those in Hong Kong, Macau and Taiwan, are supported “according to open regions and industry rules,” and list mainland China, Hong Kong, Singapore and Malaysia, among others, as open regions.
- Invitation-only for foreign entities. The cross-border onboarding rules (跨境业务入驻规范) state that for entities registered outside mainland China, all industries are 定邀 (by invitation). Self-service onboarding is not available; you apply through Xiaohongshu’s sales or operations team. In these documents, 境内 means mainland China and 境外 means anywhere else.
Step by step: from Professional Account to first top-up
- Pick an entry point. Either click 【我要入驻】 on the “种草就来小红书” page and log in with a Xiaohongshu account, or log in on Juguang’s official site and enter the ad-account opening flow. Login works with a phone number and SMS code.
- Professional Account. If you do not have one, the flow lets you open the ad account and the Professional Account together. If you already have a Professional Account or a store qualification, you only open the ad account.
- Advertiser verification. Click 【去认证】 under 【广告主认证】 and choose how to verify the entity. Reusing the Professional Account entity (复用专业号主体) skips corporate verification. Submitting new documents (重新提交资质) requires one of the verification methods in the table below.
- Entity details. Make sure the document image, company name, entity type, document type, validity period, location and legal representative match the Professional Account entity.
- Industry. Select the industry you will promote. If it needs no qualification, submit straight away; otherwise upload whatever the system marks as required.
- Authorize the Professional Account (new-entity route only) by ticking the authorization agreement.
- Wait for review. The expected review time is 48 hours. Results arrive by SMS or Xiaohongshu in-app message.
- Qualifications and funding. You can only create and run ads once the industry qualification is approved and the account is topped up. Top-up can happen in parallel with the qualification review.
Corporate verification options (对公验证)
| Method (original) | English | What you provide |
|---|---|---|
| 法人实名认证 | Legal representative real-name check | Name, ID type and number matching the legal representative, then facial recognition |
| 对公打款认证 | Corporate bank transfer check | Company name, bank and account number |
| 公函验证 | Official letter check | Operator’s name, ID type and number, facial recognition, and an uploaded official letter |
For Professional Account verification, a foreign entity submits its local company registration documents plus, where applicable, local business registration and industry licenses. Documents not in Chinese need a Chinese or Chinese-English translation stamped by a translation company or by the applicant. For documents issued outside the mainland, either a signature or a company seal is acceptable.
Funding the account
| Menu / method (original) | English | Use and conditions |
|---|---|---|
| 首页钱包 / 首页余额 / 推广页 / 财务-资金钱包 | Home wallet / Home balance / Promotion page / Finance – Fund wallet | Click 【充值】 in any of the four places and enter an amount (up to two decimal places) |
| 支付宝扫码充值 | Alipay QR top-up | Credited in real time |
| 银行转账充值 (境内) | Mainland bank transfer | Under RMB 1 million: same day. Over RMB 1 million: same day or next business day |
| 银行转账充值 (境外) | Overseas bank transfer | Usually 3-5 business days. Beneficiary: Youtong Trading (Hong Kong) Limited, Citibank Hong Kong |
Payments must come from the same entity that is verified on Juguang. For overseas transfers, CNY or USD is recommended. The receiving account is in Hong Kong, so there is no IBAN; send via SWIFT. Funds sent through third-party channels such as Wise will not be credited normally, and local Hong Kong payments via FPS are not supported.
Industry requirements depend on where ads run
For foreign entities, industry access is defined by delivery region: outside mainland China only, or mainland China plus other regions. If the mainland is included, you must meet both the domestic and the cross-border standard. Requirements for some commonly asked categories:
| Industry (original) | Outside mainland only | Mainland plus other regions |
|---|---|---|
| 面部护理·彩妆·身体护理·香水 (skincare, makeup, body care, fragrance) | Overseas license comparable to China’s Cosmetics Production License (化妆品生产许可证) | That license plus entry inspection and quarantine certificate, certificate of origin and customs declaration (报关单) |
| 休闲食品及饮品 (snacks and beverages) | Overseas license comparable to China’s food business or production license | That license plus entry inspection certificate and customs declaration |
| 服饰鞋靴·箱包配饰 (apparel, footwear, bags) | – | Customs declaration plus quarantine or quality inspection certificate |
| 酒水·生鲜·婴幼儿配方奶粉·蓝帽子保健品·医疗器械·械字号护肤 (alcohol, fresh produce, infant formula, registered health foods, medical devices, device-class skincare) | Not permitted (禁入) | Not permitted (禁入) |
| 奢侈品品牌 (luxury brands) | Category not yet open | Category not yet open |
The beauty rules add that brands without a special-efficacy registration certificate may not advertise products as special-use cosmetics. MCN agencies are not permitted for foreign entities, while cross-border tonic foods (跨境滋补食品) are admitted on a whitelist basis.
Restrictions and points to watch
- Rule change effective June 30, 2026. Professional Account verification in every industry must use qualifications held by the applying entity itself. Electronic business licenses must be printed in the national standard format and stamped with the company’s physical seal; screenshots are accepted only for entities verified through the “platform pays the customer” method.
- Account limit. One entity can, in principle, verify up to two enterprise Professional Accounts.
- Annual review. The review window opens about 60 days before expiry. If it lapses, the Professional Account status and blue V badge are removed, and promotion capabilities may be affected.
- Refunds of the RMB 600 fee are available if you cancel during verification or the order stays incomplete for more than 30 days. Orders paid by offline overseas transfer are not refunded automatically; contact online customer service.
- High-risk, prohibited industries may be unable to run ads even after the account is open, so Juguang asks advertisers to confirm their qualifications up front.
- Promoting creator notes (MCN accounts). Juguang cannot promote creators outside the agency or notes that were not filed (报备). Authorization is requested under 【工具】→【授权关系管理】 using a signed creator’s 24-digit UID; once the creator accepts in the app, delivery can start without platform review. MCN onboarding is not yet open to sole proprietors or to companies registered outside mainland China, including Hong Kong, Macau and Taiwan.
Paid creator collaborations are ordered on Pugongying (蒲公英), and ads for Xiaohongshu store products run through Qianfan (千帆). Juguang’s account-opening note also confirms that you can log in to both Juguang and Qianfan promotion without an industry qualification.
Coming up · We may follow up with a walkthrough of Juguang’s 简单投 and 标准投 campaign setups and how to read core metrics such as CTR and cost per conversion.
