The first question a company outside mainland China asks about a Chinese platform is usually whether it needs a Chinese entity at all. This guide answers that from each platform’s own rules. Agency write-ups and the official rules often disagree, so every item carries its source and the date we checked it.
At a glance: can a foreign company do it directly?
| Platform and type | Foreign entity directly | Key condition | Official fee |
|---|---|---|---|
| WeChat Service Account (服务号) | Yes, in supported countries and regions | Overseas entities can register a Service Account only, one per entity, and must pass Weixin verification before use | US$99 per verification; US$99 annual review |
| Douyin enterprise account (企业号) | Yes | Self-service onboarding for overseas entities; company verification by document review only | Not stated in the official guides |
| Xiaohongshu enterprise professional account (专业号) | Conditional | Only opened regions and industries; the rules name Hong Kong, Singapore and Malaysia | RMB600 per verification; RMB600 annual review |
| JD Worldwide (京东全球购) store | Yes, overseas entities only | Needs a mainland China domestic agent with joint liability and an overseas corporate account settled in USD | Category deposit in USD, category commission, 0.9% transaction fee |
How to read this guide
- Accounts and stores are separate. A verified business account on WeChat, Douyin or Xiaohongshu is an identity for content and ads. Selling goods needs its own store onboarding.
- Figures are quoted as published. Where the official text gives no value, we say so. The application screen and your contract take precedence.
- Rules change. Xiaohongshu’s fee went from RMB300 in its 2019 guide to RMB600 now, and Douyin added a self-service route for overseas entities in October 2026. Check the date on each page and the source before you apply.
Coming next
Tmall Global, Douyin Global and Xiaohongshu cross-border stores, and Weibo and Bilibili organisation verification, built the same way.
This guide summarises official platform sources and is not legal or tax advice. For a route fitted to your brand, see our advisory scope.