Imagine carefully selecting products, preparing to launch them on Douyin Shop with high hopes, only to be informed by the platform: "Unauthorized sales prohibited!" Over 2,000 brands are currently on this restricted list, and one misstep could result in the loss of your hard-earned security deposit. This isn't alarmist rhetoric but reflects Douyin's increasingly strict brand authorization policies. So how can merchants successfully obtain brand authorization and avoid these pitfalls?
The Inevitable Shift Toward Authenticity
Douyin's rapid e-commerce growth has attracted numerous merchants but also exposed issues like counterfeit goods and intellectual property violations. To maintain platform integrity and protect consumers, Douyin implemented the "General Store Brand Sales Restrictions Policy," limiting unauthorized brand sales. This move standardizes the marketplace while pushing merchants toward authentic, brand-oriented operations.
Why Brand Authorization Matters Beyond Compliance
Securing brand authorization offers benefits that extend far beyond avoiding penalties:
- Enhanced Credibility: Authorization certifies your products as genuine, building consumer trust.
- Competitive Advantage: Authentic products with guaranteed quality and after-sales service stand out in competitive markets.
- Product Expansion: Authorization enables diversifying your catalog to meet varied consumer demands.
- Risk Mitigation: Proper authorization prevents legal complications from infringement claims.
Effective Channels for Obtaining Authorization
Merchants can pursue brand authorization through multiple avenues:
1. 1688 Platform: Sourcing Authorized Distributors
As China's largest wholesale platform, 1688 hosts numerous brand manufacturers and authorized resellers. When searching for products, check the details page for brand information. To verify authentic manufacturers:
- Examine store aesthetics - brand manufacturers typically maintain consistent visual branding.
- Confirm the business type - authentic manufacturers usually identify as production facilities.
Once verified, contact the manufacturer directly regarding authorization terms, which often require minimum order quantities (e.g., 2000 RMB initial purchase).
2. Alternative Authorization Methods
Additional strategies for obtaining authorization include:
- Trademark research through corporate databases to identify authorized distributors
- Locating stores displaying brand authorization certificates
- Direct outreach via brand official channels (websites/WeChat) - smaller brands often provide free authorization
3. Trade Shows and Industry Networking
Face-to-face meetings at industry events facilitate direct communication with brand representatives about authorization policies and partnership opportunities.
4. Leveraging Existing Relationships
Current brand partners may grant additional authorizations based on established trust and successful collaboration history.
Negotiation Strategies for Successful Authorization
When negotiating with brands, demonstrate your value proposition through:
- Documented sales history of similar products
- Store analytics showing traffic, demographics, and growth potential
- Commitments to prioritized product promotion
- Detailed partnership proposals outlining sales targets and marketing plans
Post-Authorization Best Practices
After securing authorization, maintain compliance by:
- Strictly adhering to authorization terms regarding sales territories and pricing
- Maintaining product quality standards
- Delivering exceptional customer service
- Providing regular performance feedback to brand partners
As Douyin's e-commerce ecosystem matures, proper brand authorization becomes increasingly essential for sustainable business growth. By understanding authorization channels, mastering negotiation techniques, and maintaining compliant operations, merchants can successfully navigate this evolving marketplace.