Andrew Collins

Navigating China’s many social networks can be as challenging and frustrating as mastering Mandarin. However, when building a social media plan, there are a few basics you can apply. Here are four must-dos when attempting to to connect with -- and ultimately sell your brand to -- the Chinese.

If you listen to most marketing experts today, you could be easily forgiven for getting lost in the vast number of social media channels and options. The most popular tactic of late has involved harnessing the power of crowds, often called 'crowdsourcing'. But consider the merits, or limits, of a crowd – defined by most dictionaries as “a collection of people.”

The markets and audiences of the 21st century are a savvy bunch. No longer gullible and susceptible to the heavy handed and brash branding practices of the past, they're looking for the 'why' and not the 'what' when they buy into a product or service, and this leaves companies and organisations charting new and unfamiliar territory. Andrew Collins explores the changing face of brand promotion.

The Chinese are buzzing about next year’s World Expo in Shanghai. But Aussie expat Andrew Collins thinks the locals are underwhelmed. Nevertheless, commercial opportunities abound for local and foreign businesses.

The Chinese word for "crisis" is often erroneously thought to be composed of two characters: one representing danger and the other representing opportunity. Etymological nuance aside, how you see the 'glass' will ultimately determine how you perform through a crisis. The Chinese are very good at planning for such an event. After all, it's all in Sun Tzu's 'Art of War'.

The term "losing face" is big in China. Mistakes are a blight on someone's reputation and must be hidden and protected at all times. Truth and foresight can be impaired if "face" is involved. It supersedes all other qualities and motives.

Shanghai. You would think that in China - with its growing power base, its population of more than 1.4bn people and its status as a...