Introduction: The Invisible Threshold of Global Brand Expansion

In November 2025, a batch of smart watches worth 1.2 million yuan from a well-known electronics brand in Shenzhen was seized by EU customs due to the lack of brand authorization documents. After three months of communication and coordination, the brand finally paid a fine and storage fee of 200,000 yuan to retrieve the goods. However, due to missing the sales peak season, the goods eventually became unsalable, causing huge economic losses to the enterprise.

This is not an isolated case. According to customs data, the number of brand infringement seizure cases by global customs increased by 35% year-on-year in 2025, and about 60% of these cases were caused by the failure to provide brand authorization documents or non-compliant brand authorization documents. Brand authorization documents have become the “invisible threshold” for the export of branded goods. Once ignored, it may bring huge economic losses to enterprises.

I. Brand Authorization Documents: The “Passport” for Global Brand Expansion

(I) What are Brand Authorization Documents

Brand authorization documents are legal documents issued by the brand owner to allow third parties to use its brand for production, sales, or export. They are the authorization proof from the brand owner to the third party and an important basis for customs to verify the legality of goods. Common types of brand authorization documents include brand authorization letters, trademark registration certificates, patent certificates, and certificates of origin.

(II) The Role of Documents

1. Prove the Legality and Authenticity of Goods: Brand authorization documents can prove that the goods are produced or sold with the authorization of the brand owner, avoiding the inflow of counterfeit and shoddy products. In cross-border e-commerce and international trade, consumers and buyers are more willing to purchase products with brand authorization, as it means the quality and after-sales service of the products are guaranteed.
2. Avoid Brand Infringement Risks: Brand authorization documents can clarify the scope and manner of use by third parties, avoiding legal disputes caused by brand infringement. If a third party uses the brand without the authorization of the brand owner for production, sales, or export, it may face lawsuits and claims from the brand owner, and even the goods may be seized or returned by customs.
3. Ensure Smooth Customs Clearance: When customs inspects goods, it will require the provision of brand authorization documents to prove the legality of the goods. If brand authorization documents are not provided or do not meet the requirements, the goods may be seized or returned, causing huge economic losses to the enterprise.

(III) Common Types of Documents

1. Brand Authorization Letter: A written document issued by the brand owner to allow third parties to use its brand for production, sales, or export. It usually includes the basic information of the authorizer and the authorized party, the scope of authorization, the term of authorization, the manner of authorization, etc.
2. Trademark Registration Certificate: A certificate issued by the national trademark office to prove that the brand owner has exclusive rights to the trademark. It is one of the important bases for brand authorization, as only the brand owner with exclusive trademark rights can authorize third parties to use its trademark.
3. Patent Certificate: A certificate issued by the national intellectual property office to prove that the brand owner has exclusive rights to the patent. It is one of the important bases for brand authorization, as only the brand owner with exclusive patent rights can authorize third parties to use its patent.
4. Certificate of Origin: A document proving the origin of the goods, usually issued by the chamber of commerce or trade promotion council of the exporting country. It is an important basis for customs to verify the origin of the goods, as different countries impose different tariffs and tax rates on goods from different origins.

II. Requirements for Brand Authorization Documents in Different Scenarios

(I) Cross-border E-commerce Platforms

1. Amazon: Amazon requires sellers to complete brand registration and provide brand authorization documents. Brand registration can help sellers protect their brands and prevent the inflow of counterfeit and shoddy products. Brand authorization documents need to clarify the scope and manner of authorization to ensure that sellers legally sell branded goods on the Amazon platform. In addition, Amazon also requires sellers to provide trademark registration certificates and patent certificates to prove that the brand owner has exclusive rights to the trademark and patent.
2. eBay: eBay requires sellers to provide brand authorization documents and trademark registration certificates. Brand authorization documents need to clarify the scope and manner of authorization to ensure that sellers legally sell branded goods on the eBay platform. The trademark registration certificate needs to prove that the brand owner has exclusive rights to the trademark. In addition, eBay also requires sellers to provide sales contracts and invoices to prove the legality and authenticity of the goods.
3. Shopify: Shopify requires sellers to provide brand authorization documents and trademark registration certificates. Brand authorization documents need to clarify the scope and manner of authorization to ensure that sellers legally sell branded goods on the Shopify platform. The trademark registration certificate needs to prove that the brand owner has exclusive rights to the trademark. In addition, Shopify also requires sellers to provide website filing certificates and domain name registration certificates to prove the legality and authenticity of the website.

(II) Offline Trade

1. International Exhibitions: International exhibitions require exhibitors to provide brand authorization documents and trademark registration certificates. Brand authorization documents need to clarify the scope and manner of authorization to ensure that exhibitors legally display and sell branded goods at the exhibition. The trademark registration certificate needs to prove that the brand owner has exclusive rights to the trademark. In addition, international exhibitions also require exhibitors to provide booth rental contracts and exhibition application forms to prove the legality and authenticity of the exhibitors.
2. Wholesale and Retail: Wholesale and retail require suppliers to provide brand authorization documents and sales contracts. Brand authorization documents need to clarify the scope and manner of authorization to ensure that suppliers legally sell branded goods during the wholesale and retail process. The sales contract needs to clarify the rights and obligations of both parties to ensure the legality and safety of the transaction. In addition, wholesale and retail also require suppliers to provide invoices and packing lists to prove the legality and authenticity of the goods.

(III) Special Industries

1. Luxury Goods: The luxury goods industry has very strict requirements for brand authorization documents. Brand authorization documents need to clarify the scope and manner of authorization to ensure that suppliers legally use the brand during the sales of luxury goods. The certificate of origin needs to prove the origin of the goods to ensure the authenticity and quality of the luxury goods. In addition, the luxury goods industry also requires suppliers to provide authorization letters from the brand owner and quality inspection reports to prove the legality and authenticity of the goods.
2. Electronics: The electronics industry also has relatively strict requirements for brand authorization documents. Brand authorization documents need to clarify the scope and manner of authorization to ensure that suppliers legally use the brand during the sales of electronics. The patent certificate needs to prove that the brand owner has exclusive rights to the patent to avoid legal disputes caused by patent infringement. In addition, the electronics industry also requires suppliers to provide product certification certificates and inspection reports to prove the legality and safety of the products.
3. Food and Pharmaceuticals: The food and pharmaceutical industry has very strict requirements for brand authorization documents. Brand authorization documents need to clarify the scope and manner of authorization to ensure that suppliers legally use the brand during the sales of food and pharmaceuticals. The health certificate needs to prove the health and safety of the food and pharmaceuticals to ensure the health and safety of consumers. In addition, the food and pharmaceutical industry also requires suppliers to provide production licenses and product inspection reports to prove the legality and safety of the products.

III. Application Process

(I) Prepare Materials

1. Brand Owner’s Business License: A copy of the brand owner’s business license to prove the legal identity of the brand owner.
2. Trademark Registration Certificate: A certificate issued by the national trademark office to prove that the brand owner has exclusive rights to the trademark.
3. Authorized Party’s Business License: A copy of the authorized party’s business license to prove the legal identity of the authorized party.
4. Authorization Contract: A contract signed between the brand owner and the authorized party to clarify the scope and manner of authorization.
5. Other Materials: Depending on different scenarios and requirements, other materials may also be required, such as patent certificates, certificates of origin, health certificates, production licenses, etc.

(II) Application Process

1. Submit Authorization Application to the Brand Owner: The authorized party needs to submit an authorization application to the brand owner and provide relevant materials. The authorization application needs to clarify the scope of authorization, the term of authorization, the manner of authorization, etc.
2. Brand Owner Reviews the Application Materials: The brand owner will review the application materials of the authorized party to ensure that the authorized party’s qualifications and reputation meet the requirements. The review content includes the authorized party’s business license, trademark registration certificate, authorization contract, etc.
3. Sign the Authorization Contract: The brand owner and the authorized party sign the authorization contract to clarify the scope and manner of authorization. The authorization contract needs to include the basic information of the authorizer and the authorized party, the scope of authorization, the term of authorization, the manner of authorization, the payment method of fees, etc.
4. Brand Owner Issues Authorization Documents: The brand owner will issue brand authorization documents according to the authorization contract, and the authorized party can use these documents to produce, sell, or export branded goods. Brand authorization documents need to include the basic information of the authorizer and the authorized party, the scope of authorization, the term of authorization, the manner of authorization, etc.

(III) Notes

1. Validity Period : Brand authorization documents usually have a certain validity period, and the authorized party needs to use them within the validity period. If the brand authorization documents expire, the authorized party needs to reapply for authorization from the brand owner.
2. Clarity of Authorization Scope: Brand authorization documents need to clarify the scope and manner of authorization to avoid legal disputes caused by unclear authorization scope. The authorization scope needs to include the authorized products, the authorized regions, the authorized channels, etc.
3. Authenticity and Legality : Brand authorization documents need to be authentic and legal, and the authorized party shall not forge or alter them. If it is found that the brand authorization documents are forged or altered, customs may seize or return the goods and hold the authorized party legally responsible.
4. Translation and Notarization : If brand authorization documents need to be used abroad, they may need to be translated and notarized. Translation needs to be done by a professional translation agency, and notarization needs to be done by a notary agency.

IV. Common Misunderstandings and Solutions

(I) Misunderstanding 1: All Branded Goods Can Be Exported as Long as There Are Brand Authorization Documents

Many enterprises believe that all branded goods can be exported as long as there are brand authorization documents, which is a common misunderstanding. Different brands and countries have different authorization requirements, and the authorized party needs to understand the relevant regulations of the destination country in advance.

Solution: Before exporting branded goods, the authorized party needs to consult the brand owner about the authorization requirements of the destination country and ensure that the brand authorization documents meet the requirements. If it is uncertain whether the brand authorization documents meet the requirements, professional lawyers or customs agents can be consulted. In addition, the authorized party also needs to pay attention to the brand protection policies and laws and regulations of the destination country, and adjust the authorization strategy in a timely manner to adapt to the requirements of different countries.

(II) Misunderstanding 2: Brand Authorization Documents Can Be Forged or Altered

Some enterprises forge or alter brand authorization documents to save costs or avoid responsibilities, which is an illegal act. When customs inspects goods, it will strictly review brand authorization documents. If it is found that the brand authorization documents are forged or altered, the goods may be seized or returned, and the enterprise will be held legally responsible.

Solution: Enterprises should abide by laws and regulations and use brand authorization documents legally. If brand authorization documents are needed, they should apply to the brand owner and ensure the authenticity and legality of the brand authorization documents. In addition, enterprises should also strengthen the management of brand authorization documents to prevent them from being forged or altered.

(III) Misunderstanding 3: The Validity Period of Brand Authorization Documents Is Not Important

Some enterprises believe that the validity period of brand authorization documents is not important, and goods can be exported as long as there are brand authorization documents, which is a wrong understanding. Brand authorization documents usually have a certain validity period. If they expire, the authorized party needs to reapply for authorization from the brand owner.

Solution: The authorized party needs to pay attention to the validity period of brand authorization documents and use them within the validity period. If the brand authorization documents are about to expire, the authorized party needs to apply to the brand owner for renewal in advance. In addition, the authorized party also needs to adjust the authorization strategy in a timely manner before the expiration of the brand authorization documents to avoid the goods being seized or returned due to the expiration of the brand authorization documents.

V. Future Trends and Countermeasures

(I) Global Brand Protection Awareness Enhances, and Customs Will Strengthen the Review of Authorization Documents

With the enhancement of global brand protection awareness, customs will strengthen the review of brand authorization documents. In the future, customs may increase the intensity of reviewing brand authorization documents and require more detailed and accurate brand authorization documents. In addition, customs may also strengthen the crackdown on brand infringement acts, seize or return goods that do not provide brand authorization documents or have non-compliant brand authorization documents, and hold enterprises legally responsible.

Countermeasures: Enterprises should enhance brand protection awareness, standardize the brand authorization process, and ensure the authenticity and legality of brand authorization documents. At the same time, enterprises should pay attention to the brand protection policies and laws and regulations of the destination country, and adjust the authorization strategy in a timely manner to adapt to the requirements of different countries. In addition, enterprises can also reduce economic losses caused by brand infringement by purchasing brand infringement insurance.

(II) Digital Brand Authorization Documents Will Become the Mainstream, and Electronic Authorization Letters Will Gradually Replace Paper Authorization Letters

With the development of digital technology, digital brand authorization documents will become the mainstream. In the future, electronic authorization letters will gradually replace paper authorization letters and become the main way of brand authorization. Electronic authorization letters have the advantages of convenience, efficiency, and safety, which can improve authorization efficiency and reduce authorization costs. In addition, electronic authorization letters can also realize real-time update and management of brand authorization documents, improving the transparency and controllability of authorization.

Countermeasures: Enterprises should pay attention to the development trend of digital brand authorization documents, actively adopt electronic authorization letters, and improve authorization efficiency. At the same time, enterprises should strengthen the management of electronic authorization letters to ensure the security and reliability of authorization documents. In addition, enterprises can also cooperate with digital authorization service providers to realize digital management and sharing of authorization documents.

(III) Brand Authorization Will Be More Refined, and the Authorization Scope Will Be More Clear and Specific

In the future, brand authorization will be more refined, and the authorization scope will be more clear and specific. Brand owners may formulate different authorization strategies according to different products, markets, and channels to ensure the reasonable use of the brand. In addition, brand owners may also strengthen the management and supervision of authorized parties to ensure that authorized parties use the brand in accordance with the requirements of the authorization contract.

Countermeasures: Enterprises should maintain close communication with brand owners to understand the authorization strategies and requirements of brand owners. At the same time, enterprises should formulate corresponding sales strategies according to the authorization strategies of brand owners to ensure the reasonable use of the brand. In addition, enterprises can also cooperate with brand owners to jointly develop new products and markets and realize the common development of the brand.

Conclusion: Comply with Regulations for Global Expansion, and Ensure Brand Success

Brand authorization documents are the “passport” for the export of branded goods. Enterprises should attach importance to the handling and management of brand authorization documents and ensure their authenticity and legality. At the same time, enterprises should pay attention to the brand protection policies and laws and regulations of the destination country, and adjust the authorization strategy in a timely manner to adapt to the requirements of different countries. Only by complying with regulations for global expansion can the brand gain a foothold in the global market and achieve sustainable development.

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