Strategy
China social media readiness checklist: 45 checks before you spend a yuan
Before a brand spends on posts or ads in China, a stack of documents, filings, and sign-offs has to be ready. This page lists every one, grouped by the team that usually owns it.
This China social media readiness checklist has 45 checks in six groups. Tick them before you pay for a single post or ad. Each line is one action. Where a platform or a regulator sets the rule, the source sits under the table.
The groups at a glance:
| Group | Checks | Who usually owns it | What it protects |
|---|---|---|---|
| Legal and entity | 9 | Legal | Your right to the accounts |
| Brand and naming | 6 | Brand and legal | Your name in China |
| Platform accounts and documents | 11 | Marketing | The launch date |
| Content and production | 8 | Marketing and legal | Posts that stay up |
| Measurement | 5 | Marketing | Proof the money worked |
| Budget and approvals | 6 | Finance and leadership | The plan surviving month two |
Want the reasons behind each line? Three of our guides go deeper. The first 90 days guide covers the schedule week by week. Our answer on whether you need a Chinese entity covers each platform’s entity rules. The China market entry timeline covers the six months end to end.
How to use this China social media readiness checklist
Print it, or work through it on screen. Give each group an owner. Tick a line only when the document is scanned, the filing is made, or the decision is in writing.
Rules change, and the platforms rarely announce it. We checked every line against the platform and regulator pages on November 1, 2026. We review the list every quarter, so the next check is in February 2027.
Legal and entity readiness: nine checks
| Done | Check | Owner |
|---|---|---|
| ☐ | You know which company holds each account: the parent, a Hong Kong arm, or a mainland entity | Legal |
| ☐ | A current registration certificate or business license is scanned in color | Legal |
| ☐ | A Hong Kong applicant has both its BR and its CR scanned | Legal |
| ☐ | Documents not in Chinese or English carry a translation stamped by a translation company | Legal |
| ☐ | Your company’s home region is on Xiaohongshu’s list of opened regions | Legal |
| ☐ | A named contact person has a color scan of both sides of their ID | Legal |
| ☐ | That person’s phone bill, or a stamped office bill or bank statement, is on file | Finance |
| ☐ | A trademark agency set up in China is hired | Legal |
| ☐ | You know whether your category needs a regulator’s filing first | Legal |
WeChat (微信) publishes the full file it asks of an overseas company.
An overseas company verifying a WeChat account needs its registration certificate or business license. It adds a color scan of both sides of the contact person’s ID. It also files an application letter, an operation authorization letter, and the contact person’s phone bill. A stamped office phone bill or a bank statement can replace the phone bill. Source: Tencent customer service (腾讯客服), overseas entity verification materials, platform documentation, confirmed November 2026. https://kf.qq.com/faq/190723Mjey67190723ey6Fbi.html
Xiaohongshu (小红书) is open to overseas companies by region.
Xiaohongshu verifies overseas companies by the regions and industries it has opened. Its rules name mainland China, Hong Kong, Singapore, and Malaysia, among other opened regions. Source: Xiaohongshu Juguang help center (小红书聚光帮助中心), enterprise professional account verification rules, updated October 2026. https://ad.xiaohongshu.com/next_help/docs/195c5fe505c71b4b0335a2fe0d61d8e0
Any document not in Chinese or English needs a translation stamped by a translation company. Source: Xiaohongshu (小红书), enterprise account verification guide, platform document, confirmed November 2026. https://fe-video-qc.xhscdn.com/picasso-editor/7072d509ee7370545a056b6f9030a926e8879dca.pdf
For a Xiaohongshu ad account, a Hong Kong company uploads both its BR and its CR. Source: Xiaohongshu (小红书), Juguang registration and account opening guide, May 2022. https://fe-video-qc.xhscdn.com/fe-platform/cc8a5f81ddb6d91d6be9dfb34e62b49b999f234b/%E8%81%9A%E5%85%89%E5%B9%B3%E5%8F%B0%E6%B3%A8%E5%86%8C%E4%B8%8E%E5%BC%80%E6%88%B7%E6%B5%81%E7%A8%8B.pdf
A foreign company can’t file a trademark on its own.
A foreign company applying to register a trademark in China must use a lawfully established trademark agency. Source: China National Intellectual Property Administration (国家知识产权局), Trademark Law, 2019 amendment, July 2019. https://www.cnipa.gov.cn/art/2019/7/30/art_95_28179.html
Some categories add a regulator before any platform. Cosmetics is the clearest case.
An overseas cosmetics registrant or filer must appoint a legal entity inside China to handle registration and filing. Source: State Council (国务院), Cosmetics Supervision and Administration Regulation, June 2020. https://www.gov.cn/zhengce/content/2020-06/29/content_5522593.htm
Brand and naming: six checks
| Done | Check | Owner |
|---|---|---|
| ☐ | A Chinese brand name is chosen and tested with native speakers | Brand |
| ☐ | The Latin name and the Chinese name are both filed as trademarks in China | Legal |
| ☐ | The filing date is logged, so you know when it passes three months | Legal |
| ☐ | For a WeChat name built on your brand, the China registration is in hand, or you accept self-chosen wording | Brand |
| ☐ | For Douyin, your foreign mark has a Chinese or Madrid registration certificate | Legal |
| ☐ | A logo file with no person in it is ready for every avatar | Brand |
China registers the first filer. Under the Trademark Law, when two similar marks are filed for similar goods, the earlier filing wins. File early. File the Chinese name too, as its own mark.
China’s average trademark examination period held steady at four months. Source: People’s Daily (人民日报), report on the State Council Information Office press conference, July 2026. https://paper.people.com.cn/rmrb/pc/content/202607/30/content_30171963.html
WeChat (微信), Douyin (抖音), and Xiaohongshu (小红书) each read the trademark differently.
Naming a verified WeChat account after a trademark requires a mark registered with China’s trademark office. Marks registered abroad cannot be used. A pending mark can only go through the self-chosen naming route. Source: Tencent customer service (腾讯客服), WeChat verification trademark naming rules, platform documentation, confirmed November 2026. https://kf.qq.com/touch/sappfaq/150722EVNrui150722zUVVNR.html
A foreign trademark on a Douyin enterprise account needs a Chinese registration certificate or a Madrid registration certificate. Source: Douyin Enterprise Account Help Center (抖音企业号帮助中心), verification information rules, July 2024. https://renzheng.douyin.com/support/content/141500?graphId=412&mappingType=2&spaceId=77
On Xiaohongshu’s Juguang ad platform, a mark still under application must be at least three months past its acceptance date. The account avatar must be the brand logo, with no person in it. Source: Xiaohongshu (小红书), Juguang registration and account opening guide, May 2022. https://fe-video-qc.xhscdn.com/fe-platform/cc8a5f81ddb6d91d6be9dfb34e62b49b999f234b/%E8%81%9A%E5%85%89%E5%B9%B3%E5%8F%B0%E6%B3%A8%E5%86%8C%E4%B8%8E%E5%BC%80%E6%88%B7%E6%B5%81%E7%A8%8B.pdf
Platform accounts and documents: eleven checks
This is the longest group, and the one that sets your launch date.
| Done | Check | Owner |
|---|---|---|
| ☐ | WeChat: the plan has one Official Account per overseas company, as a service account | Marketing |
| ☐ | WeChat: the application letter and authorization letter are signed on the platform templates | Legal |
| ☐ | WeChat: 99 US dollars per attempt is approved, and 7 to 15 working days are in the plan | Finance |
| ☐ | Xiaohongshu: someone can apply from a computer, not the phone app | Marketing |
| ☐ | Xiaohongshu: 600 yuan per application is approved, and the order can close in 30 days | Finance |
| ☐ | Xiaohongshu: the yearly review is in the calendar | Marketing |
| ☐ | Xiaohongshu ads: you have asked the platform’s sales team for an invitation | Marketing |
| ☐ | Douyin: you’ve chosen between the overseas route and a mainland entity | Legal |
| ☐ | Douyin: up to 15 working days before review starts are in the plan | Marketing |
| ☐ | Weibo: you have found the overseas agent that will handle verification | Marketing |
| ☐ | Every account is in your company’s name, with an admin login held by your own staff | Legal |
WeChat (微信) spells out its rules in the most detail. It’s also strict about account type.
An overseas entity can register one WeChat Official Account, and only as a service account. It can be used once verification succeeds. Source: Tencent customer service (腾讯客服), overseas entity service account registration, platform documentation, confirmed November 2026. https://kf.qq.com/faq/180312zQjeYV180312FNNbmA.html
An overseas company’s WeChat verification is reviewed within 7 to 15 working days of a complete file. The fee is 99 US dollars per application, charged whether or not it passes. Source: Tencent customer service (腾讯客服), overseas entity verification FAQ, platform documentation, confirmed November 2026. https://kf.qq.com/faq/190723aQvMR31907233IF7FV.html
Xiaohongshu (小红书) adds a rule about where you apply.
Overseas companies verify a Xiaohongshu enterprise account on the desktop site. Verification costs 600 yuan per application, is reviewed every year, and each order expires after 30 days. Source: Xiaohongshu (小红书), enterprise account verification guide, platform document, confirmed November 2026. https://fe-video-qc.xhscdn.com/picasso-editor/7072d509ee7370545a056b6f9030a926e8879dca.pdf
On Xiaohongshu’s Juguang ad platform, every industry is by invitation for overseas companies, through the platform’s sales or operations team. Qualification review takes about 48 hours. Source: Xiaohongshu Juguang help center (小红书聚光帮助中心), cross-border business admission rules, updated February 2026. https://ad.xiaohongshu.com/next_help/docs/27223a333b21567c31a8c7c8a60fbddb
Douyin (抖音) is newer to this. It now lists a route for overseas companies, though the documents and fee sit behind a login.
Douyin’s enterprise help center lists a self-service onboarding guide for Hong Kong, Macau, Taiwan, and overseas companies, updated October 13, 2026. Source: Douyin Enterprise Account Help Center (抖音企业号帮助中心), October 2026. https://renzheng.douyin.com/support/content/227771?graphId=412&mappingType=2&spaceId=77
Douyin starts reviewing an enterprise verification within 15 working days of a complete submission. The fee is owed whether or not verification succeeds. Source: Douyin Enterprise Account Help Center (抖音企业号帮助中心), enterprise verification service agreement, January 2026. https://renzheng.douyin.com/support/content/123631?graphId=412&mappingType=2&spaceId=77
Weibo (微博) works with overseas companies through an agent.
Weibo directs overseas enterprise accounts to the overseas agent that served them at verification. Source: Sina Weibo customer service (新浪微博客服), enterprise entity change rules, platform documentation, confirmed November 2026. https://kefu.weibo.com/faqdetail?id=21369
That last line in the table is about control. An account held in someone else’s name is hard to get back.
A Douyin enterprise account is for the account entity only. Lending, renting, or transferring it without the platform’s consent is prohibited. Source: Douyin (抖音), enterprise account user agreement, effective August 2026. https://lf26-cdn-tos.draftstatic.com/obj/ies-hotsoon-draft/douyin_agreement/b482fa28-25db-4b0a-8840-2a4a1882cd35.html
Changing the admin of a company WeChat account starts with a scan from the current admin’s WeChat. Source: Tencent customer service (腾讯客服), Official Account admin change, platform documentation, confirmed November 2026. https://kf.qq.com/faq/120911VrYVrA150527bmIVJZ.html
Content and production readiness: eight checks
The paperwork is behind you here. The last three groups are shorter, and your own team controls them.
| Done | Check | Owner |
|---|---|---|
| ☐ | No copy claims “best”, “highest”, “national-level”, or anything close | Legal |
| ☐ | Every figure in a post or an ad has a source you can show | Marketing |
| ☐ | Creator posts with a purchase link will carry an “advertisement” label | Marketing |
| ☐ | No treatment or medical language for a product that is not medical | Legal |
| ☐ | A month of posts is written and approved before launch | Marketing |
| ☐ | The WeChat calendar fits four follower pushes a month | Marketing |
| ☐ | Photo, music, and font licenses cover use in China | Legal |
| ☐ | A named approver signs off posts within an agreed number of working days | Marketing |
China’s Advertising Law (广告法) decides which words your copy can use.
China’s Advertising Law bans terms such as “national-level,” “highest,” and “best.” Cited data must be true, accurate, and sourced. Disease-treatment claims are banned outside medical, drug, and device ads. Breaking the superlative rule can cost the advertiser 200,000 to 1,000,000 yuan. Source: Advertising Law of the People’s Republic of China (中华人民共和国广告法), as amended October 2018. https://www.gov.cn/guoqing/2021-10/29/content_5647620.htm
Posts that sell through experience sharing or reviews and add a purchase link must be clearly labeled “advertisement.” The rule took effect May 1, 2023. Source: State Administration for Market Regulation (国家市场监督管理总局), Internet Advertising Measures, Order 72, February 2023. https://www.gov.cn/gongbao/2023/issue_10506/202306/content_6885261.html
WeChat (微信) also caps how often you can reach followers.
A WeChat service account can send a push notification to followers four times per calendar month. Source: Tencent customer service (腾讯客服), Official Account push rules, platform documentation, confirmed November 2026. https://kf.qq.com/faq/120911VrYVrA131025QniAfu.html
Our guide to Xiaohongshu sensitive words lists the terms that can get a note limited.
Measurement setup: five checks before the first post
| Done | Check | Owner |
|---|---|---|
| ☐ | One lead metric per platform is agreed in writing | Marketing |
| ☐ | Today’s baseline is recorded: China web traffic, inquiries, and sales | Marketing |
| ☐ | Every account points to a lead form you’ve tested from a mainland phone | Marketing |
| ☐ | Your own team has view access to each platform’s data dashboard | Marketing |
| ☐ | The report format and dates are agreed, with the raw numbers behind each chart | Marketing |
A follower count won’t tell you if anyone wants to buy. Agree on what counts before the first post, or every report turns into an argument about it. Our guide to reading a China social media report shows how to spot the padding.
Budget and approvals: six checks
| Done | Check | Owner |
|---|---|---|
| ☐ | Verification fees and yearly renewals are budgeted apart from ad spend | Finance |
| ☐ | The ad budget is its own line, and you know who pays the platform | Finance |
| ☐ | Creator fees include the platform’s service fee | Finance |
| ☐ | The board has approved a six-month horizon | Leadership |
| ☐ | Head office legal has agreed a review time for Chinese copy | Leadership |
| ☐ | The agency’s scope, price, and contract length are in writing | Finance |
Platform fees sit on top of creator prices on Xiaohongshu (小红书).
On Xiaohongshu’s Pugongying creator platform, a custom order adds a 10% platform service fee to the creator’s price. Source: Xiaohongshu Pugongying help center (小红书蒲公英帮助中心), custom order guide, September 2026. https://pgy.xiaohongshu.com/help/home
The six-month horizon comes from the trademark clock above, not from us. Examination alone averages four months.
On price, ask for it in writing.
0 out of 37 agencies analyzed offer fixed-price packages. Source: TheRedScroll competitive analysis, April 2026.
TheRedScroll publishes its full rate card on our pricing page. Our China social media budget calculator gives a planning range, and our guide to the hidden costs of China marketing lists the fees teams forget.
What to do if you cannot tick half of these
That is normal for a brand that has not launched. The gaps that matter most sit in the first two groups, because those are the slow ones.
Start the trademark filing first. It runs for months in the background. Nothing else on the list takes that long, so every week you wait on it is a week added to the launch. Then settle the entity question (it decides which accounts can open at all).
Platform files and content come after.
Don’t spend on ads or creators until the first three groups are ticked. An overseas WeChat (微信) account can’t be used until it is verified, so early ad money has nowhere to go.
You don’t need every platform at once. WeChat can go live while Douyin (抖音) waits for its entity decision.
If you want help with the order, our China Market Entry page shows how we run this work.
Frequently asked questions
What do I need before launching on Chinese social media?
First, decide which company holds the accounts. Then gather a scanned registration certificate, a contact person’s ID and phone bill, and signed platform letters. File your trademark through a Chinese agency. After that, you need copy that passes the Advertising Law, a month of posts, a lead metric, and an approved budget. The checklist above covers all 45 items.
What documents do platforms require from foreign companies?
WeChat (微信) asks for the registration certificate, the contact person’s ID, an application letter, an authorization letter, and a phone bill or bank statement. Xiaohongshu (小红书) asks for entity details, an application letter, and operator details, with stamped translations for documents not in Chinese or English. Douyin’s (抖音) overseas route keeps its list behind a login. Weibo (微博) works through an overseas agent.
How do I know if my brand is ready for China?
You are ready when the first three groups of this checklist are ticked. That means the entity is settled, the trademark is filed, and every platform’s documents are signed and scanned. The rest can follow in weeks. If you can’t tick half, start with the trademark, since it runs longest.
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