Scroll through an American or European fashion brand’s social media and if anything it will be too busy, bombarding followers with new collections, campaign shots, images of celebrities and quotes from the designers. Try bringing that approach to China though, and retailers won’t last long. “In Europe or the US, about 25 to 40 per cent of a brand’s social media profile comes from promoting themselves on their own channels – in China, that figure is close to zero,” says Michael Jais, the CEO of brand performance platform Launchmetrics. And as Jais goes on to explain, once the voice of...