Author: Deep Tide TechFlow
Introduction
In the浮躁 (fickle) world of Crypto, there are few people who are as refreshingly warm as Xie Jiayin, Bitget's Head of Chinese Language Region.
Since joining Bitget in early 2024, Xie Jiayin has championed the slogan "Building the Warmest Exchange," actively engaging with the community in a down-to-earth, pragmatic, and approachable manner. In two years, he has led Bitget from being perceived as a small exchange to ranking among the top three in the Chinese-speaking world:
User base has surpassed 120 million, with a monthly average trading volume of $750 billion, making it the first platform to break $10 billion in US stock contract trading volume. In discussions about "The Exchange App You Frequently Use," Bitget is increasingly mentioned in the comments.
Behind this rapid growth lies the wolf-like determination of this "warm male" leader.
About himself, he says:
If I can't protect users, then I'm not fit to be Bitget's Head of Chinese Language Region. I basically work 12-14 hours every day. I read and reply to every message, genuinely helping users solve problems and protect their interests. Since joining Bitget, I've posted over 17,000 updates on Twitter, averaging 24 per day, and that doesn't even include the massive number of private messages I handle daily.
About his team, he says:
My requirement for the team is also instant replies. For Bitget to become the warmest exchange, the team must avoid evasion, buck-passing, and delays.
After weathering seven years of storms and achieving the important milestone of becoming "Global Fourth, Top Three in Chinese," how will Bitget, under the leadership of this gentle yet resolute leader, establish itself based on the new direction of "UEX (Universal Exchange)" and open the next chapter of growth?
Regarding this, Xie Jiayin stated:
I hope to soon achieve the leap from "Bitget Third" to "Bitget Second," and firmly establish ourselves in the second position. I have ambition, and Bitget also has ambition.
In this issue, let's follow Xie Jiayin's sharing to understand the thoughts, feelings, and ideas of an evergreen tree among exchange heads for the Chinese language region.
The following content is the edited text version of our conversation. The podcast audio version is also同步上线 (synchronously released). Welcome to subscribe to "Let's Flow" on Xiaoyuzhou.
Click Xiaoyuzhou Link or scan the QR code in the image to listen.
If I Can't Protect Users, I'm Not Fit to Be Bitget's Head of Chinese Language Region
Deep Tide TechFlow: It's great to chat with Jiayin again in this format. I'm actually quite curious about something. It seems that besides Bitget and maybe one or two other exchanges, most exchanges don't particularly highlight a Head of Chinese Language Region, or even have this position. What do you think are the reasons for this?
Xie Jiayin:
This is a rather interesting phenomenon. From entering the industry around 2018 to now, these past years I've experienced many platforms and seen different operational models of exchanges. Indeed, most exchanges do not promote a Head of Chinese Language Region, and some don't even have this position at all.
This mainly stems from the following reasons:
First is the regulatory environment. Starting from 2017, domestic regulations on the加密行业 (crypto industry) have become increasingly strict. Many exchanges have chosen to pursue a global layout, especially teams with Chinese founder backgrounds, who更会选择 (are more likely to choose) to actively downplay their本土标签 (local label) and expand their business in a more compliant and low-key manner.
Additionally, market strategies differ. Exchanges with Chinese teams inherently have Chinese language genes and don't need to额外强调 (extra emphasize) a "Head of Chinese Language Region" to deepen the本土化标签 (localization label). But the difference with Bitget is that we only returned to the Chinese language region around 2023. Although we already had relatively high知名度 (brand recognition) overseas, we were starting from scratch in the Chinese language region with no first-mover advantage. So we must have a person, a team, to truly get close to users and build trust.
Therefore, in April this year, I led our Chinese Language战队 (task force) to officially debut, aiming to serve users more directly and efficiently, providing truly valuable support. Not every exchange has the courage to do this, but for us, this is our sincerity and also a way to further highlight our differentiated advantages.
Honestly, I often hear some users give me some "exaggerated praise." People often say things like "There are many exchanges, but there's only one Xie Jiayin" or "Xie Jiayin is a born BD genius." I think this also侧面凸显 (indirectly highlights) our differentiated strategy in the Chinese market: that our team, from top to bottom, can achieve user-centric rapid response. I often say you can find me anytime, and basically, you can find me until 3 AM. For the brand, we will continue to深耕 (deeply cultivate) the Chinese language region and grow together with the community. This is a significant determination of ours.
Deep Tide TechFlow: You are probably the evergreen tree among Heads of Chinese Language Region for exchanges. In your view, what are the main responsibilities of a Head of Chinese Language Region?
Xie Jiayin:
After becoming the Head of Chinese Language Region, my work shifted from being responsible for a specific point or section to a more macro overall perspective, as this position itself emphasizes coordination and strategy more.
I have always insisted on being on the front lines, so my exposure in the community is relatively high, and many people have come to know me and Bitget because of this. This relates to my personality: between being平庸 (mediocre) and being与众不同 (different), I chose the latter. Bitget has become a very important part of my life, and I will do my best to shorten the distance between the platform and users. I often say: Whoever's users, protect them. If I can't protect my own users, then I'm not fit to be Bitget's Head of Chinese Language Region.
Externally, when facing users, I represent Bitget. But internally, during communication, I represent the users. There have been several times during meetings with technology and product teams where I almost argued with them because I felt their rules weren't reasonable enough, their mechanisms weren't friendly enough. Eventually, these aspects were optimized. I always believe that protecting user interests isn't just about "what I say," but more about "what Bitget does."
Regarding the responsibilities of the Head of Chinese Language Region position, the first and most important is brand building and marketing promotion. Since I joined, our influence in the Chinese market has indeed increased significantly. Just last night at the gym, a few major clients told me that our recent wealth management products are doing well, and many big players around them have陆续来到 (successively come to) Bitget. A few days ago, looking at the data, I found that since I joined Bitget, the platform's BTC reserves have grown 5 times, and ETH更是 10 倍往上 (even more, over 10 times). This当然不只是 (is certainly not just) my personal功劳 (credit), but this recognition makes me very happy. It is through continuous marketing and operations that we have maximized Bitget's知名度 (brand awareness) and appeal among Chinese users.
On the other hand, community operations and user management are also very critical. I personally have nearly 1000+ groups on WeChat. The messages永远刷不完 (are never-ending). Although I mostly set them to免打扰 (Do Not Disturb), whenever someone @ me, that red dot pops up, and I will click it, trying to confirm if they are addressing me personally or @ everyone. I try to respond promptly to every message. Having many groups and users helps me stay on the front lines, hearing feedback第一时间 (first-hand) and responding quickly. This is very important.
Furthermore, ecosystem building and business development are also core tasks of the Head of Chinese Language Region. I now not only lead the market team but also formed a BD team in mid-October, personally leading them in user acquisition and trading expansion. This includes our率先推出 (pioneering launch) of US stock contracts,即将上线 (upcoming launch) of gold, foreign exchange, and other new products, which also require market exposure promotion. We also对接 (connect with) quantitative institutions and other partners. Overall, it's about推动 (driving) the brand's ecosystem growth全方位 (in all aspects) from market to business. Compared to only being responsible for marketing before, the challenge is greater now.
Finally, as the Head of Chinese Language Region, one also needs to frequently participate in external PR activities, making some external PR发声 (statements), actively maintaining the platform's reputation, etc. This is also an indispensable part of this role.
Deep Tide TechFlow: As the Head of Chinese Language Region for an exchange, where does your pressure and sense of achievement come from?
Xie Jiayin:
The pressure is actually quite significant. First, the work intensity of this position is very high:
I basically work 12-14 hours every day. Working at such a high pace for long periods is very容易倦怠 (prone to burnout), as everyone's energy is limited. Then, I understand that when the market is not good, people can be somewhat情绪化 (emotional). For example, my Twitter, WeChat, etc., receive a large number of private messages, comments, complaints daily, and occasionally some "personal attacks." These all require a very strong psychological素质 (fortitude) to handle orderly. Additionally, if unexpected events occur, we need to respond and handle them immediately. Any slight delay may trigger a trust crisis, which is absolutely unacceptable for the platform.
Another part of the pressure comes from platform competition: Exchange competition is becoming increasingly fierce, especially this year. Maybe today you poach my employees and channels, tomorrow I snatch your institutions and major clients. At the same time, many Chinese users are already industry OGs, and their expectations for exchanges have also水涨船高 (risen). Once we make a slight mistake, users may流失 (churn) to other platforms, essentially sending users to other platforms ourselves. This brings great pressure.
Finally, I think personal exposure is a double-edged sword. As an executive, being too active容易成为靶子 (easily becomes a target). The circle has all kinds of people; being骂 (cursed at),质疑 (questioned) are common occurrences. But these don't matter. As long as it can win reputation for the platform, bring users, and enhance the brand and trading, I think these efforts are worth it.
The sense of achievement also comes from many aspects.
What makes me happiest is user recognition and loyalty. Many users used to be skeptical of Bitget but now genuinely support us. Seeing user data grow continuously makes me very happy. For example, last quarter, we统计 (counted) the users of our entire ecosystem, including wallet and exchange. The number of users has突破 (broken through) 120 million, and the exchange's monthly average trading volume reached $750 billion. This is very值得开心 (worth being happy about). Our goal for 2026 is to突破 (break through) a monthly trading volume of $1 trillion.
Another aspect of achievement comes from team growth. I can lead the marketing and BD teams to quickly expand the Chinese market ecosystem, developing channels, VIP clients, institutions, partners, etc. Every day, you can see changes happening. I am very happy to have亲眼见证了 (witnessed with my own eyes) Bitget grow from a chaser to a leading platform with extensive influence today.
Deep Tide TechFlow: Everyone who has had contact with you generally finds you very approachable and caring. May I ask what your MBTI is? Does this approachability come from professional requirements or is it your inherent personality?
Xie Jiayin:
My MBTI is ENFJ, although I don't pay much attention to or believe in it, haha.
I am naturally that very approachable type of personality. I think if you want to stand with users, just lurking in groups and刷推 (refreshing Twitter) is useless. You need to genuinely help users with some problems. This is also one of my strengths. No matter what I do, I really like to think from the user's perspective. This might be related to my very ordinary background and growth experience, which allows me to better understand each user's thoughts and demands.
Additionally, to truly stand with users, you need the ability to empathize. For me, I won't prioritize Bitget's interests above all just because I am Bitget's Head of Chinese Language Region today. Only by genuinely helping users solve problems and safeguarding their interests can you truly gain more trust. Otherwise, no matter how high your position is, it's useless. This is also the basic logic for the共同发展 (common development) of the platform and users.
Becoming Top Three: There's Also Bitget in the Chinese Market
Deep Tide TechFlow: Recently, "Bitget Top Three" has become a hot topic. What is the standard for this top three? Do you think this is something that gives you a great sense of achievement?
Xie Jiayin:
This is undoubtedly a very achievement-worthy thing. Although our top three status comes with some controversy, based on our real data, real liquidity, and our advantages in derivatives, US stocks, AI, etc., I can still very confidently say that Bitget is among the top three in Chinese.
During our development, we also faced some质疑 (doubts). For example, in September this year, during Bitget's 7th anniversary event, we introduced the UEX (Universal Exchange) direction. Many people questioned it at the time, but the facts are not so.
In terms of direction, including platforms like Robinhood and Binance, everyone is now moving towards the "Super App" direction, meaning one platform to trade any asset, thereby capturing all users. This is what UEX aims to do. In other words, Bitget's proposal of UEX has no problem in direction judgment and trend把握 (grasping); it's about who does it first and who does it well.
In terms of specific performance, we have实实在在地 (substantially) delivered the product, and users还很喜欢 (still really like it). We were one of the earliest platforms to integrate Ondo. Last week, our US stock spot daily average trading volume突破 (broke through) $60 million, accounting for about 73% of Ondo's market share. Simultaneously, our US stock contracts were the first platform to突破 (break) $10 billion in trading volume.
Furthermore, our TradFi products are also in the works, supporting gold, foreign exchange, ETF contract trading. Currently, it's open for a very limited number of users to experience, expected to be fully launched in January 2026. In terms of product innovation, our efficiency is very high.
Deep Tide TechFlow: After achieving the "Bitget Top Three" milestone, what future measures will Bitget take to deepen the "Bitget Top Three" impression or help Bitget become a more top-tier presence?
Xie Jiayin:
I once posted a tweet mentioning that Chinese users are really长情 (loyal for a long time). Whichever platform they make money on, they are willing to accompany it一直 (all along). Until today, I still feel this statement is very correct.
Many users' impressions of exchanges still remain in the era of the old top three (Binance, OKX, and old Huobi), overlooking the fact that many later platforms have caught up, even excelling in某些方面 (some aspects). When we刚进入 (first entered) the Chinese market in 2023, many people regarded us as a small exchange. To return, we not only have to compete with the major exchanges but also with other small exchanges. Although difficult, the Chinese market must be done. So the question becomes whether you dare to do it.
We have put in a lot of effort for this. For example, signing Messi (Messi), cooperating with LaLiga, etc., are all hoping to let Chinese users see: Bitget is actually very good and does well overseas too. The Chinese market doesn't only have Binance and OKX; there is also Bitget. Everyone's habits can be changed, and I also hope everyone can come to experience Bitget more.
I believe a brand is essentially a perception. It's like the first impression between people or the collective cognition users have of a product. This perception will slowly change over time and eventually coincide with reality one day in the future. For example, you used to always think Bitget was a small exchange, but over time, you will definitely feel that Bitget truly deserves to be among the top three in Chinese.
Looking forward, we will continue to promote several things:
In terms of market, we will launch more product activities, such as the recently launched TradFi and US stocks launched two months ago. These can bring us substantial user growth.
In terms of brand, we will strengthen cooperation with high-quality content creators, continuously output content, increase exposure, and actively participate in industry summits. For example, next year's Consensus, Token2049, etc., we will not only attend but also host our own side events. Through these methods, we will continuously strengthen Bitget's influence in the Chinese language region.
Behind the 10-Point Wolf Nature, Building the "Warmest Exchange"
Deep Tide TechFlow: You are very active on Twitter. Are all these tweets sent by yourself? Have you counted how many X messages you have replied to since joining Bitget?
Xie Jiayin:
I did some statistics. From the time I joined Bitget on January 2, 2024, until now, the replies on my Twitter plus the content I published myself 累计有 (accumulated to) 17,000条 (items), averaging about 24 per day. This frequency is very high, and this is only public responses, not including the massive number of private messages I handle daily.
But I don't have a fixed time every day to集中处理 (centrally process) Twitter messages. In daily life, I check Twitter from time to time. For me personally, checking Twitter is actually a very natural and handy thing. For example, opening it to take a look during meetings, opening it to take a look while writing proposals, etc. This might be an advantage of mine; my energy allows me to do different things simultaneously, haha.
Deep Tide TechFlow: Many people think Bitget is like Huawei. If you were to rate your wolf nature on a scale of 1-10, what score would you give yourself, and why?
Xie Jiayin:
I would definitely give myself a 10. I am essentially a卷人 (hard worker, grinder), but my grinding isn't without rhyme or reason, nor is it about dragging others down硬扛 (to tough it out hard). Everyone's energy is limited, and everyone works hard. My wolf nature is truly aimed at performance. For example, now leading the BD team, sometimes there are demands at 1 or 2 AM, I will handle it immediately, pull a group chat right away, and arrange for BD to对接 (connect).
My requirement for myself is秒回复 (second reply). Therefore, my requirement for the BD team is also必须秒回 (must reply instantly). The BDs I'm leading now are mostly newcomers. Some have briefly stayed at other exchanges, some have never even接触过 (been in contact with) the crypto circle. But my management style and效果 (effect) are pretty good. The few BDs I am personally leading now have good performance.
Deep Tide TechFlow: From joining until now, we've seen you share various Bitget services on Twitter, like the earlier new coin launches, VIP services, to the recent U Card. What do you think Bitget did right to achieve sustained development, and which parts need improvement?
Xie Jiayin:
It will be almost two years since I joined Bitget. During these two years, I have felt proud of Bitget from the bottom of my heart. We have grown from a角色奋力追赶 (role striving to catch up) to one of the leading platforms today. This road was indeed not easy; it was built on real付出 (effort).
On stage, everyone sees more of me. But what truly supports Bitget are these partners who日以继日 (day and night) polish products and serve users. Our entire team has about 2200+ employees.
Behind the rapid growth, we have aspects where we performed exceptionally well. I have always emphasized that users need什么 (what), we provide什么 (what). This is also why we successively launched US stocks, TradFi, and other products. Additionally, since July this year, we have vigorously expanded institutional business and VIP services. The market response has been very good. Currently, our VIP client loyalty度 (loyalty) is quite high. Many people are willing to place their assets and main trading on Bitget. Regarding institutions, about 90% of the institutions you know in the market have already become our clients.
Of course, we also have many areas that need improvement. I have always believed there are no perfect people, nor perfect exchanges. Actually, the development of exchanges is similar for each platform: moving forward while being骂 (cursed at) and moving forward. We certainly也有 (also have) times when we didn't handle certain things appropriately. But I think the most valuable thing about us is that we can及时发现问题 (discover problems timely) and马上纠正 (correct them immediately). If you get hit, stand straight—attitude must come first, letting users see that this is a platform with credibility and responsibility.
In April this year, when I led the team out, I said we want to be the "Warmest Exchange". What does warmth mean? It means no evasion, no buck-passing, no delays. When users and channels contact us, they get instant replies, always online. As long as we persist in doing these things well, our position in users' hearts will一点点提升 (improve bit by bit).
Deep Tide TechFlow: Can you share some things primarily led or driven by you since joining Bitget? For example, product aspects, market aspects, anything is fine.
Xie Jiayin:
First, I am very proud of building an excellent market team. Our entire Chinese market team has only six people but has achieved a level recognized by the industry. Not only is the market feedback good, but even友商 (competing businesses) praise us behind our backs and even try to poach our people. But after all, it's a team I built from the ground up; it's not that easy to poach them. Additionally, I formed an excellent BD team. The scale is still not large currently. If there are excellent talents, recommendations are welcome.
Another thing I think I did well is significantly increasing Bitget's存在感 (presence) among Chinese users. Now when people mention Binance and OKX, they often also think of Bitget. This is the result of our efforts being seen.
Then, some time ago when the fire occurred in Hong Kong, I led Bitget's donation efforts. We donated three times totaling 12 million, given to three different institutions, each focusing on different aid directions: some responsible for post-disaster psychological counseling, some solving basic living needs, and some providing economic compensation. We hope to truly help the affected people through more precise methods. Many users also反馈 (feedback) that they felt Bitget handled this matter very practically.
Since joining Bitget, I have always emphasized "Walking with the community, being on the same frequency as users." In my heart, users always come first. What impressed me most was the pump.fun new coin launch incident in June. The entire process was handled under my leadership. At that time, many people couldn't get in; those within the first 10 seconds took all the额度 (quota). I was on a business trip in Thailand. As soon as I landed, I found the situation not right and felt that handling it the original way would definitely not work. So I spent over five hours continuously monitoring community feedback, from 11-12 PM until 4-5 AM. At 6-7 AM, before work hours even started, I urgently召集 (gathered) the product and operations teams for a meeting, decided to promote a阳光普照方案 (universal distribution scheme), and immediately started calculating the allocatable quota per person.
But before many details were finalized, we couldn't announce them to the community. So before the official announcement at 4 PM that day, we also挨了很多骂 (received a lot of curses). The funniest thing was that I posted a朋友圈 (WeChat moment) at that time saying I was一直关注 (always paying attention to) the community, but the attached picture was one I took a week ago小聚 (hanging out) with friends in Kuala Lumpur. Many people骂我 (cursed me) at that time,质问 (questioning) me, saying is this what you call seriously listening to the community's users? Of course, later the matter was eventually完美解决 (perfectly resolved) and gained everyone's recognition. This further illustrates that through these bit-by-bit积累 (accumulations), Bitget's brand influence among Chinese users will continue to increase.
Adhering to Long-Termism to Truly Achieve Results
Deep Tide TechFlow: About to start your third year at Bitget, what are your work and life goals for the next stage?
Xie Jiayin:
Work-wise, I hope to soon achieve the leap from "Bitget Third" to "Bitget Second" and firmly establish ourselves in the second position. This is a major goal of ours. More specifically, I hope our monthly average trading volume breaks through (突破) $1 trillion sooner. I have ambition, and Bitget also has ambition.
Personally, in life, I can't think of anything for a moment because my personal life and work have already merged together. In the Chinese language region, Xie Jiayin represents Bitget, and Bitget represents Xie Jiayin. So sometimes I also刷到 (come across) some言论 (comments) saying that I am a good person, but Bitget is like this or that. At first, I felt this was recognition of me, but now I feel a bit难受 (uncomfortable). My idea is simple: I represent Bitget. If Bitget is not good, then it means my work is not done well.
Deep Tide TechFlow: Let's talk about a lighter topic. It is said you received a 50-month year-end bonus last year. Predict how many months of year-end bonus you can get this year?
Xie Jiayin:
For me, the year-end bonus is more like a footnote to the result, not the goal itself.
If talking about expectations, then I hope to see a "pretty good" number in Deep Tide's快讯 (news flash).
Deep Tide TechFlow: Last question. You mentioned the market turning bearish earlier. Can you talk about your views specifically? In your opinion, is the加密行业 (crypto industry) currently in a bear market or a bull market? And how do you view the future of the加密行业?
Xie Jiayin:
I remember around 2010 the concept of mobile internet emerged. Around 2014, mobile internet truly began to兴起 (rise), smartphones became popular, various mobile games, Apps, and ecosystems started to emerge. Before 2010, the internet was the webpage era (网页时代), people were still using Nokia. In my eyes, the加密行业 is still in the internet era of 2000, still ten years away from the mobile internet era.
I entered the circle around 2018. At that time, mainstream media, including public impression, still had a批判态度 (critical attitude) towards the加密行业. But over these years, the value of crypto has been confirmed. Many countries, including the US, are vigorously developing crypto风风火火 (with great dynamism). This proves that good things can withstand the test. Just as Bitget will surely be verified by history.
I also strongly encourage young people to join this industry. This industry is definitely欣欣向荣 (thriving). When I joined this industry in 2018, it was accidental. I didn't understand crypto at all at that time; I was a complete小白 (newbie). I can be considered正规军 (regular army) who stepped out step by step from the草莽时代 (era of chaos).
At that time, the blockchain industry门槛很低 (had a low threshold). Whether you were发传单的 (handing out flyers),做房地产的 (in real estate), or医药代表 (pharmaceutical representatives), you could join and try to发币 (issue coins),做项目 (do projects). Eight years have passed, the industry has become more and more规范 (standardized) and专业 (professional). Many名校毕业生 (graduates from famous schools) now挤破头 (break their heads trying) to enter this industry. Young people have already realized its前景 (prospects) and机会 (opportunities). This is a very good trend.
As for the market行情 (sentiment), last night Bitcoin's price was around $86,000. Short-term prices actually don't explain much. You have to know that over a decade ago, Bitcoin was almost worthless. And now, no asset can outperform Bitcoin. I think these things are just the evolution规律 (law) of the era. The market has its own cycles; a short-term bear market doesn't mean anything. Adhering to long-termism is the only way to truly achieve results.
