Booking a Xiaohongshu creator through Pugongying (蒲公英) is not a single product. The platform’s official overview of its deal models (交易模式总览, April 2026 edition) lists nine ways to work with creators, from one-to-one orders at the creator’s own rate to open calls where the brand sets the price, sales-commission deals, ad-spend sharing and fixed-price celebrity packages with guaranteed impressions. Here is who sets the price in each model, which industries and creators each one is open to, and the restrictions that come with them.
What Pugongying’s deal models cover
Pugongying is Xiaohongshu’s marketplace for paid collaborations between brands and creators. The overview defines a deal model as a way for a brand (B) and a creator (K) to work together on content, and says the models differ in how the two sides are matched, who sets the price, how payment is settled, what kind of content results and which traffic pool it draws on. Notes produced through custom and batch orders are pushed automatically to the ad platform, so brands can amplify them straight away in Juguang (聚光), Xiaohongshu’s ad platform.
Brands log in and place orders themselves once their Xiaohongshu professional account (专业号) is verified, and they can combine models. The guide’s example is a custom order for a flagship piece of content, batch orders for volume and a product-testing campaign for long-tail posts.
The nine models at a glance
| Model (Chinese) | English | Matching | Pricing and settlement | Industries | Creators |
|---|---|---|---|---|---|
| 定制商单 | Custom order | One-to-one: brand picks, creator accepts | Creator’s own flat rate (一口价) | All | Any Pugongying creator, no follower threshold |
| 批量商单 | Batch order | One-to-many: brand posts a brief, creators apply, brand selects | Creator’s own flat rate | All | Any Pugongying creator, no follower threshold |
| 种收联动 | Seeding plus sales | One-to-one | Creator’s flat rate for the note plus a brand-set sales commission (CPS) | All except 三品一械 | Creators with both Pugongying creator and buyer (买手) permissions |
| 明星商单 | Celebrity order | One-to-one: brand names the celebrity | Celebrity’s own flat rate | Selected industries only | Celebrities onboarded to Pugongying |
| 星粉直达 | Celebrity reach package | Based on an endorsement contract | Platform-set package price by fan tier | All, except some special industries | Contracted celebrities on Pugongying |
| 众测招募 | Product testing call | One-to-many: call, applications, brand selects | Brand-set flat fee or payment by reads | Consumer goods | Pugongying creators with fewer than 150,000 followers |
| 探店招募 | Store visit call | One-to-many: call, applications, brand selects | Brand-set flat fee or a free experience (置换) | Local services, still in internal testing | Under 150,000 followers; under 5,000 for experience-only deals |
| 超级玩家 | Super Player (hashtag contest) | One-to-many: anyone posting with the set hashtag takes part | Brand-funded prize pool shared by content performance | Gaming | All users |
| 合作广场 | Collaboration square (content licensing) | One-to-many: either side can initiate | Share of ad spend at a brand-set rate | All | Users with fewer than 10,000 followers (no limit for Super Player entries) |
Who sets the price
Across the nine models, pricing falls into four patterns.
- Creator-priced (K 定价). Custom, batch and celebrity orders. The creator sets a flat rate and the deal settles at that price. For celebrity orders the platform in principle does not allow deals below the floor price; any special price change goes through internal approval (OA) order by order.
- Brand-priced (B 定价). Product testing and store visit calls. The brand sets a flat fee, or pays testers by reads, or offers store visitors a free experience instead of cash.
- Performance-linked. Seeding-plus-sales deals add a sales commission on top of the note fee. The brand sets the commission rate when it creates the deal, and the creator earns that rate on sales once they accept. Super Player divides a prize pool according to how entries perform.
- Ad-spend sharing. In the collaboration square, creators are paid ad spend multiplied by a sharing rate. The brand sets the rate, but creators with 1,000 or more followers must get at least 3%; for creators below 1,000 followers it can be zero.
Celebrity reach package (星粉直达) prices
The celebrity reach package is for brands that already have an endorsement contract with a celebrity and want guaranteed exposure for that celebrity’s notes on Xiaohongshu. The platform commits to a total number of impressions within 30 days of publication and sells the package at a fixed price set by the celebrity’s active fan count.
| Tier | Celebrity fans | Package price | Guaranteed impressions (30 days) |
|---|---|---|---|
| S | 2 million+ | RMB 300,000 | 5 million |
| A | 1–2 million | RMB 270,000 | 4.5 million |
| B | 500,000–1 million | RMB 210,000 | 3.5 million |
| C | 100,000–500,000 | RMB 170,000 | 2.8 million |
| D | Under 100,000 | RMB 90,000 | 1.5 million |
If impressions fall short of the commitment 30 days after publication, a refund starts automatically, calculated as shortfall impressions ÷ 1,000 × 60. The package carries no 10% service fee. All of the money goes to the platform and the celebrity is not paid for the post. Notes carry no ad label, can display a brand co-creation badge (品牌共创) and can be boosted with additional ads.
Choosing a model by goal, budget and industry
| Situation | Models the guide points to |
|---|---|
| You want specific creators | Custom order, batch order, seeding plus sales, celebrity order, celebrity reach package |
| You want many creators at low cost | Product testing call, store visit call |
| You want organic UGC or licensed existing notes | Super Player, collaboration square |
| High budget, quality first | Custom order → seeding plus sales → celebrity reach package |
| Mid budget, value for money | Batch order → product testing call → Super Player |
| Low budget, reach first | Product testing call → store visit call |
| Consumer goods | Custom, batch, product testing, seeding plus sales, collaboration square, celebrity reach package |
| Local services | Custom, batch, store visit, collaboration square, celebrity reach package |
| Gaming | Custom, batch, Super Player, collaboration square, celebrity reach package |
| Other industries | Custom, batch, collaboration square, celebrity reach package |
Restrictions to know before you order
- Celebrity orders are closed to some industries. Coloured contact lenses (美瞳), medicines, health foods, medical devices and other healthcare categories, medical services, and financial products such as funds and securities cannot use them. Celebrity orders cannot be combined with Xiaohongxing (小红星) or Xiaohongmeng (小红盟) orders, and ads behind them are set up manually in Juguang.
- Celebrities take time to onboard. They must join Xiaohongshu, link a personal studio or agency and pass Pugongying’s celebrity verification, so brands need to build that into their schedule.
- Celebrity reach package conditions. Brands must first upload industry qualifications and an endorsement contract running at least six months. Overseas clients cannot place these orders yet. Published notes cannot be deleted even if results disappoint; the brand waits out the 30-day refund cycle. Editing a note after publication can trigger a fresh review and slow delivery, and the co-creation badge can only be added before the note goes live.
- Seeding plus sales. Not available to the 三品一械 categories, and the brand needs a closed-loop e-commerce setup and a commission structure.
- Testing and store visit calls. Product testing is mainly for consumer goods and open only to creators under 150,000 followers. Store visit calls are limited to local services, are still in internal testing and require staff to host visitors.
- Super Player. Gaming only. Using entries in ads requires licensing them through the collaboration square first.
- Edits after publication. Brands can request changes during content review; changes after a note is live have to be agreed with the creator.
- Rules can change. The guide reflects Pugongying’s 2026 product rules and says policies may be adjusted, with the platform’s official information taking precedence.
Coming up · We may follow up with a guide to opening an account on Juguang (聚光), the Xiaohongshu ad platform used to boost sponsored notes.
