The Tmall brand authorization letter means that when a store operates a certain brand, it must obtain authorization from the brand owner. Under normal circumstances, a letter of authorization will be given to you. This authorization may be free, but in most cases it requires payment, because your store will enjoy the benefits brought by the brand. If the merchant's brand is not in Tmall's brand library, there will be a brand evaluation link in Tmall's review.

If merchants entering Tmall stores need to upload a brand authorization letter, if you are your own brand and company, you do not need an authorization letter. Select the brand side to settle in the above options.

If your company is not the brand owner, then you need a letter of authorization (currently, domestic merchants do not need to receive a letter of authorization and need to authorize it online. Individually, if there is no online authorization option, a letter of authorization is required).

For example, if you sell an overseas brand, you need to obtain authorization from the brand. It can be Level 1 authorization or Level 2 or Level 3 authorization. After obtaining the authorization letter and stamping it, you can enter Tmall.

The role of Tmall brand authorization letter:

1. Brand positioning:

Product style, audience, product unit price;

2. Brand strength:

The specific time of brand establishment, offline operation and management (the turnover of offline stores in the past year, foreign trade exports, etc.), Taobao or other e-commerce platform brand operation activities ;

3. Corporate strength:

Factory scale, corporate award-winning records, business plans and other related information are very important reference items.

It is recommended that merchants demonstrate the strength of their company and brand as much as possible when submitting applications for settlement, and it would be better to attach pictures and text;

4. Brand characteristics:

Whether there is an original brand designer or not, the store operation plan can better demonstrate the operational strength of the merchants to Tmall, so please be sure to fill it out.

The problem of insufficient brand strength of most merchants will be solved as long as they obtain brand authorization.

If the merchant's brand is not in Tmall's brand library, there will be a brand evaluation link in Tmall's review.

This link will be reviewed based on the company, the comprehensive strength of brand development and Tmall’s current needs.

So this link is the most likely to fail, but only after passing the evaluation can the merchants’ brands enter the brand pool.

So the passing rate is completely inconclusive.