1. Separate the seller from customer acquisition
Identify the seller, order destination, payment recipient and fulfillment owner. Then decide what content and creator work should bring customers to that route.
A mainland China company is not a universal requirement for every route. Tmall Global’s official merchant guidance lists an overseas company entity and relevant company and brand documents. Eligibility depends on the platform, store model, product and category.
- Name the entity responsible for each sale.
- Show where customers order, pay and obtain support.
- Check the current requirements for the chosen route.
2. Choose a combination of roles
A brand store, distributor and creator campaign can be part of the same plan. The table below maps responsibilities; it does not determine platform eligibility.
Xiaohongshu’s official role guide distinguishes brand content cooperation from merchant distribution and cooperation with commerce creators, known as buyers on the platform. A creator can generate attention or help sell an offer, but the seller and order arrangements still need to be identified.
| Model | Who sells? | Who brings customers? | Confirm first |
|---|---|---|---|
| Brand store | The entity registered for the store, under the chosen model | The brand, agency and/or creators | Store eligibility, product requirements and operating responsibilities |
| Distributor | The distributor or other agreed seller | As assigned in the distribution agreement | Sales territory, seller role, marketing duties and reporting access |
| Creator selling | The identified merchant behind the offer | The creator or commerce partner through agreed content or selling activity | Order route, product access, settlement and fulfillment owner |
- A store is a place to transact; it does not create demand by itself.
- A distributor’s sales and marketing obligations depend on the agreement.
- Creator promotion needs a defined offer and a working order route.
3. Check what is ready before buying traffic
Content performs a specific job only when the product, buyer and next action are clear. Use the readiness check to separate campaign inputs from decisions that still need an owner.
- Confirm product information, price, stock and the purchase or enquiry route.
- Assign payment, fulfillment, returns and customer-service responsibilities.
- Confirm account access, required approvals, available assets and an execution budget.
4. Match each result to its evidence
Agree the baseline, reporting period and data sources before work starts. Review delivery, audience response and business outcomes as separate layers.
Views alone do not demonstrate sales growth. An attributable sales claim needs transaction data and an agreed way to connect it to the activity.
- Delivery: approved assets, publication records and agreed deadlines.
- Audience response: reach, engagement, relevant traffic and qualified enquiries.
- Business outcomes: completed orders, revenue and attribution supported by available records.
Official platform references
The references below inform the platform examples. Check current platform and product requirements before selecting a route.