Little Red Book officially launches the RED brand partner platform

The official advertising marketing platform of Little Red Book

On the landing page of the brand partner platform, Little Red Book provides the entrance of the brand identity, content cooperation agency, and blogger triple identity. Clicking on the brand side can jump to the official advertising marketing platform of Little Red Book, MCN clicks to view the resident information, and the clicker can enter the personal details page to view the performance of his detailed notes.

The “Personal Details” tab of the Kol page

In the “Personal Details” tab of the Kol page, in addition to the basic information of Kol’s content tags, fans, notes, and prices, you can also see the average reading of the last 30 days of notes. Higher-order interactive information such as number, the average number of impressions, the average number of favorites, the average number of comments, the average number of likes, and the average number of shares. If you have already promoted the cooperation with the brand account you have settled in, you will display the past “Business Notes Performance” below, and the marketing interaction data will be understood at a glance.

This is not the first time that a RED Kol has come into contact with his real business content data. Previously, Kol could view its brand cooperation data in Little Red Book’s database. But it needs to be viewed by articles, not enough at a glance, and the data category is not as complete as the webpage background.

In the “Personal Details” tab, Kol can quote the notes on their own and set whether they are visible to the brand. It is worth noting that Kol can only modify the price of the offer once in a natural month.

The “Brand List” tab

In the “Brand List” tab, the person can view the “brand account” that has already settled in Little Red Book. The account number is sorted according to the initial letter A-Z. Each page displays 15 brands, totaling 244 pages. It can be estimated that there are about 3660 brands already on the market.

At present, the brand is still unable to directly see the data of Kol’s notes, but this is an inevitable trend. In the next step, Little Red Book will directly open the brand side with MCN/Kol through the “brand partner platform” to achieve transparent data and transparent quotations.

It is worth noting that Xiaohongshu has already paved the way for today through “brand partners” and “brand accounts”. Previously, brands that wanted to promote their business on Little Red Book needed to join the official “brand account” of Little Red Book, and Kol had to apply to become the “brand partner” of Little Red Book’s official certification. Applicants must also satisfy the fans number is greater than 5000, and the average reading number of notes in the past month is more than 1000.

Little Red Book Kol, who has become a brand partner, needs to click on “Advanced Options” to select all and correct brand names when posting commercial promotion notes. Notes will automatically become brand cooperation notes. In addition, if the co-branded party has not yet opened a brand account certified by Little Red Book, it will not be able to launch commercial promotion content in Little Red Book, and the related cooperation notes cannot be released through the brand cooperation reporting system. Kol needs to indicate the stakes in the body of the note, otherwise, it will be subject to restrictions on the exposure of the notes or account.

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Xiaohongshu in 2026: What the Platform Actually Looks Like Now

The numbers have moved. Monthly active users on Xiaohongshu crossed 420 million in early 2026, up from the 350 million figure most agencies were still quoting at the start of 2025. Daily note volume sits around 5.8 million posts. The platform processes over 1 billion search queries every month.

The bigger story is what changed under the hood. Xiaohongshu’s recommendation engine has moved from keyword matching to semantic understanding. A new multimodal AI model, rolled out in late 2025, now reads text, images, and video together. Content accuracy matching reportedly hits 92% on intent detection. In practice, this means stuffing your caption with keywords no longer works.

The CES scoring formula still drives distribution, but the weights shifted. The current formula: likes x1, saves x1, comments x4, shares x4, follows x8. Comments and shares now count four times more than a simple like. A follow from someone who just discovered your brand via a sponsored post counts eight times more than a like. Posts that generate conversation outperform posts that generate passive appreciation.

On sponsored content, the platform tightened rules around AI-generated posts in February 2026. Creators must label AI content explicitly. Unlabeled AI posts face algorithmic distribution limits. Xiaohongshu also removed roughly 3.2 million fake notes and 10,000 fake-persona accounts in the first half of 2025. The platform is actively hostile to manufactured authenticity, and it has the tools to detect it.

KOC strategy has become more cost-structured. Creators with 5,000 to 10,000 followers charge roughly 300 to 800 yuan per post. The 10,000 to 50,000 range sits at 800 to 2,000 yuan. For a full breakdown of how creator tiers work across the market, see our KOL marketing statistics in China.

Brands that treat sponsored posts as banner ads consistently underperform. If you need a starting point for building content that fits the platform, our Xiaohongshu marketing guide covers the full process. Brands in fashion and beauty categories should look at how the China fashion market is adapting its influencer approach on the platform.

What This Means for Your Brand in China

• Rethink your KOC brief. The CES update punishes passive content. Build briefs that ask creators to generate real conversation: questions in captions, responses to comments, genuine product comparisons. Saves and comments now move the algorithm far more than likes.
• Do not launch with AI content. The February 2026 labeling policy and Lingxi 5.0 enforcement mean AI-generated posts get limited distribution by default. Use AI for research and ideation, not final copy. Authentic creator voices still outperform polished brand language on this platform.
• Start narrow, then scale. Chinese brand strategists consistently recommend saturating a micro-niche with 30 to 50 posts before expanding reach. Pick one product, one use case, one audience segment. Build your CES score in that cluster before moving to broader targeting.
• Treat the Brand Partner platform as a content testing tool. Sponsored posts go through the same quality evaluation as organic ones. Run A/B tests on creative before committing budget to Shǔtiáo promotion. The posts that perform organically will perform better with paid amplification behind them.