1. What is a big brand?Export agentRight?

Export agentEssentially, it is a right granted by the brand owner.international trade operation rights, encompassing three core elements:

• Regional authorization scope (e.g., Southeast Asia/EU/Latin America markets)
• Product category restrictions (must be specified at the HS code level)
• Agent level classification (General Agent/Regional Agent/Single Project Agent)

According to the latest trade practices in 2025, over 82% of international brands have adoptedHierarchical Authorization SystemAgents are required to hold the corresponding market's Customs AEO certification.

II. What are the differences between types of agency authority?

It is mainly divided into three authorization modes:

• Exclusive Agency (Exclusive)
  • Case: A five-year exclusive agreement for a German industrial equipment brand in the South African market.
  • The mandatory clause stipulating an annual procurement amount of no less than $2 million.
• Non-exclusive agency (Non-exclusive)
  • Applicable to the trial sales phase of new products.
  • It usually includes a price protection clause.
• OEM Special Authorization
  • An independent application for the certificate of origin is required.
  • Additional NDA Agreement Involving Technology Transfer

III. How to Determine Whether You Meet the Qualifications?

International brand owners typically require their agents to possess:

• Over three years of distribution experience in the target market (customs data proof required).
• A comprehensive quality control system (ISO9001 certification is the basic threshold)
• Localization service capabilities (warehousing/after-sales/technical team configuration)

New trends in 2025 show that 67% of brands require agencies to provideDigital Marketing Plan, including social media operation data and e-commerce platform collaboration cases.

4. What are the common misconceptions in the application process?

• Misconception 1: Contacting the brand headquarters directly

  The actual amount should be passed through.Regional Authorized OfficeSubmit an application, for example:

  • European brands → Asia-Pacific regional offices (mostly located in Singapore/Hong Kong)
  • American brand → Greater China Representative Office (Shanghai/Shenzhen)
• Misconception 2: Neglecting Preliminary Market Research

  A minimum of 12 months' preparation is required.Target Market Analysis Report, including:

  • Competitor pricing strategy
  • Procurement cycle of end customers
  • Local technical standard certification requirements

V. What are the key clauses in contract negotiations?

Focus on the following three types of clauses:

• Performance Evaluation Clause
  • Quarterly growth rate requirement (typically 5-8%)
  • Minimum Purchase Quantity Tiered Commitment
• Protection of intellectual property
  • Anti-diversion deposit system (approximately 15% of the contract amount)
  • Obligation to connect to the product traceability code system
• Dispute resolution mechanism
  • It is recommended to choose the Singapore International Arbitration Centre.
  • Avoid stipulating the jurisdiction of the court in the brand owner's location.

VI. How Can Small and Medium-Sized Enterprises Break Through Resource Constraints?

Recommended adoptionJoint venture bidding model:

• Establish cross-regional sales alliances (e.g., alliances among 3 agents from different markets)
• Share QC testing center and bonded warehousing resources
• Achieve transparent sales data through blockchain technology.

A textile enterprise from Zhejiang successfully secured the Southeast Asian joint agency rights for an Italian luxury brand through this model.

7. How to Avoid the Risk of Agency Termination?

• EstablishedBiweekly reporting systemProactively communicate market dynamics
• Retain all marketing campaignsDigital footprint
• Negotiate renewal terms 6 months in advance.

New risk points to watch out for in 2025:ESG compliance requirementsAgency agreements covering 73% of international brands have been incorporated, involving carbon footprint tracking and labor standards review.