Exclusive Interview with Jia Yin Xie of Bitget: Building on User Needs to Provide Premium Wealth Opportunities
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Exclusive Interview with Jia Yin Xie of Bitget: Building on User Needs to Provide Premium Wealth Opportunities
BGB is advancing rapidly and will continue to empower.
Navigating Web3 tides with focused insightsAuthor: Fu Ruheshi, Odaily Planet Daily
As the crypto market continues to expand and mature, exchanges have evolved from offering simple cryptocurrency trading into comprehensive financial institutions providing diversified services. These include copy trading, derivatives trading, wealth management and lending, on-chain yield opportunities, information and community engagement, and one-stop navigation.
In 2023, the path toward regulation and compliance for exchanges began to brighten, with major financial regions issuing licenses and clarifying policy stances, paving the way for crypto’s mainstream adoption. Among them, Bitget has gradually become more widely recognized.
Over the past year, Bitget achieved remarkable growth across all business lines. According to third-party reports, its number and quality of first-to-list tokens ranked among the top, with returns from Launchpad projects reaching up to 200x. The platform token BGB hit a new high of 1.153 USDT on February 17 this year, representing over a sixfold increase from its 0.181 USDT price at the beginning of 2023.
To explore these achievements and future directions, Odaily Planet Daily conducted an in-depth interview with Xie Jiayin, Bitget’s newly appointed Head of the Chinese-speaking region. Drawing from his personal journey, he sheds light on Bitget’s outstanding performance over the past year as the world’s fourth-largest exchange, and shares insights into its strategic focus moving forward.
Below is the full transcript, compiled by Odaily Planet Daily:
Personal Journey: Aligning Individual Growth with Corporate Development
Odaily Planet Daily: As a seasoned professional in the crypto industry, could you briefly introduce your background?
Xie Jiayin: I spent my early career deeply rooted in traditional internet companies. In 2015, I worked in public relations and communications at Tencent Interactive Entertainment, during a period of rapid growth in China's internet sector—especially in mobile gaming. Since then, I’ve focused on marketing roles within the internet industry, where many of my projects became trending topics on Baidu and Weibo.
In 2017, I joined DR Diamond Ring to lead marketing efforts. Around that time, Xu Xiaoping from ZhenFund made a statement in a CEO group chat that left a deep impression on me—he said something like “those who don’t embrace blockchain will be eliminated.” This sparked my interest in blockchain, prompting a friend and me to enter the industry together.
Initially, we were skeptical about the space, but we gradually built foundational knowledge and trusted Xu Xiaoping’s vision for the future of business.
Since 2018, I’ve now been in the industry for nearly six years, having experienced both project-side and exchange-side roles. Ultimately, I chose to stay with exchanges because they tend to be more sustainable, and they offer broader connections with projects, investors, and channels. I also believe I excel in social marketing, so staying in this field allows me to leverage my strengths.
Odaily Planet Daily: Earlier this year, you announced on Twitter your official joining of Bitget as Head of the Chinese-speaking region. What motivated this decision?
Xie Jiayin: My choice to join Bitget can be broken down into three aspects.
First, from a personal development perspective, when one reaches a certain stage in their career, they seek challenging environments to stimulate growth, break through existing labels, and achieve further advancement—this requires transitioning into a more selective and dynamic setting.
Second, from the company’s perspective, 2023 was a pivotal year as the market shifted from bearish to bullish, and competition among centralized exchanges intensified. Amid this landscape, Bitget stood out, overcoming previous challenges and achieving success through strategic moves—including establishing a compliant presence in Hong Kong and acquiring Bitkeep (now renamed Bitget Wallet). Additionally, Bitget carved out a unique position in derivatives trading while maintaining leadership in spot trading. Its overall reputation speaks for itself, demonstrating ambition and continuous progress.
Third, alignment between myself and the company culture was crucial. Before joining, I consulted friends already at Bitget and other industry insiders, and consistently heard positive feedback: the team culture is strong, with a "wolf pack" mentality, efficient project execution, and principles of fairness and transparency.
Ultimately, I decided to join the Bitget family. Once onboard, I found my values closely aligned with the company’s. Moreover, Bitget demonstrates a sense of social responsibility—through public welfare initiatives, it uses its influence to contribute positively to society, which I find deeply meaningful.
Odaily Planet Daily: As an industry veteran, how do you plan to leverage your extensive experience to help Bitget deepen its presence in the Chinese-speaking market?
Xie Jiayin: My prior experience at Tencent and DR Diamond provided me with rich marketing expertise. Whether in traditional industries or Web3, building a strong brand image, creating viral campaigns, and delivering valuable, relatable content are universal principles—and fortunately, these are areas where I thrive.
Additionally, the crypto industry evolves rapidly, constantly generating new trends. My experience across projects and exchanges enables me to take a long-term view, formulate sustainable strategies, and quickly identify emerging opportunities. This agility helps me adapt to market shifts and guide corporate strategy effectively.
I also prioritize listening to the community—a critical practice. By staying close to users, we truly understand their needs and can work hard to meet them. Only by standing in the users’ shoes can we build authentic, lasting relationships.
Platform Focus: BGB Is Severely Undervalued—How Users Can Capture Bitget’s Wealth Effect
Odaily Planet Daily: Bitget has grown rapidly in recent years, reflected clearly in the performance of its platform token BGB, which has shown particularly strong price momentum. Over the long term, BGB rose from around 0.1 USDT in June 2022 to surpass 1 USDT—an impressive 10x gain with steady upward movement. More recently, BGB surged nearly 60% in a single week. What factors are driving this surge?
Xie Jiayin: If you follow the exchange sector, you’ll know Bitget ranks fourth globally in total trading volume. BGB has delivered exceptional performance over the past two years. According to our data, by the end of 2023, BGB had 217,000 holders—an 83% increase year-on-year—and trading volume surged 110% to $5.15 billion. Throughout 2023, BGB appreciated nearly threefold, rising 70% in the last three months alone, ranking second on CoinMarketCap’s weekly gainers list.
Despite being ranked fourth globally, Bitget still has significant room for growth—that much is clear. Our daily futures trading volume averages around $9 billion, reaching approximately 70% of OKX’s total. However, the market cap of BGB stands at just $1.42 billion, compared to OKB’s $11.6 billion.
Data captured on February 19, 2024
Moreover, BGB’s all-time highs are closely tied to Bitget’s business growth. We’ve expanded benefits for BGB holders, including zero withdrawal fees when staking BGB, participation in Launchpool for new token mining and Launchpad for initial offerings, and access to wealth management products like Finance Vault—all incentivizing greater investment in BGB.
Finally, exchange businesses are inherently cyclical—revenues in bull markets can be ten times higher than in bear markets. Given the potentially bullish environment in 2024, cyclical assets generally perform better. If we assume Bitcoin could triple in value this year, it would be reasonable to expect BGB to rise 5–6x.
Therefore, I believe some investors are already recognizing that BGB holds substantial upside potential and is currently undervalued. Of course, we acknowledge there is room for improvement—we need to further enhance BGB’s utility and close the gap with BNB and OKB, such as by increasing the frequency of new token mining and initial offering opportunities.
Odaily Planet Daily: Bitget’s ability to identify promising new projects is evident to the market. First-listed tokens have gained user trust, helping user numbers grow from 8 million to 20 million. On what criteria does Bitget evaluate and select high-potential projects?
Xie Jiayin: Last year, nine of our first-listed projects successfully migrated to Binance, including BONK, PEPE, and Sats. When selecting projects for initial listing, we focus on three core dimensions: value, efficiency, and comprehensive coverage.
First, we emphasize value—our goal is to deliver profit opportunities for users by identifying tokens with strong short- or mid-term growth potential. For example, earlier popular tokens like ZETA, ORDI, TIA, and GAS continued to rise after listing on Bitget, generating substantial returns for our users.
Second, regarding efficiency, we strive to maintain high listing standards while accelerating our listing pace. For early-stage breakout tokens, Bitget is often among the first or second centralized exchanges to list them. Take UNIBOT, the leading bot-sector token last year—we listed it as early as July, giving users a valuable opportunity to accumulate positions. For tokens experiencing a resurgence due to major catalysts, we carefully time listings to maximize user gains. For instance, after detecting unusual activity in GAS, we promptly listed it, enabling Bitget users to earn 10x returns within two weeks.
Third, we aim for comprehensive coverage, striving to provide a one-stop trading experience across various sectors. Our research team actively monitors diverse sectors and tokens to ensure timely listings of both mainstream and niche assets.
Additionally, we offer enhanced functionality—for example, integrating Web3 features directly into our trading platform. Using our native Bitget Wallet, users can swap tokens across virtually any chain with liquidity pools, enabling even highly niche assets to be traded seamlessly.
Overall, we are committed to supporting a wide range of assets and meeting diverse user needs through efficient, diversified services.
Odaily Planet Daily: Bitget’s futures trading segment is also highly valued by users. Compared to other exchanges, what are Bitget’s key advantages?
Xie Jiayin: Bitget was the first crypto exchange to introduce copy trading. We launched this feature in May 2020 and are now the world’s largest crypto copy trading platform, with derivatives liquidity ranked third globally. Our flagship product, Copy Trade, excels at onboarding beginners and novice traders—users simply select a trader to follow and begin copying trades immediately.
First, we provide a clean, intuitive interface that enhances the derivatives trading experience.
Second, our copy trading product features human-centered design, enabling novice users to trade like professionals. Compared to competitors, Bitget offers more expert traders, allowing users to make informed decisions based on metrics like return rate and win rate. Even those unfamiliar with futures can use Bitget’s one-click copy trading—simple and fast.
Lastly, we support both spot and futures copy trading, bringing together top-tier trading experts to share strategies. The platform hosts over 120,000 expert traders and 630,000 copiers, with more than 67 million successful trades executed.
Odaily Planet Daily: Beyond that, Bitget’s Launchpad has also performed exceptionally well. According to CryptoRank historical data, Bitget ranked first among the top ten platforms in 2023 for average ROI at all-time highs (ATH), with some projects returning up to 200x. Initial offerings remain a key draw for exchanges. Can you give us a sneak peek into what types of sectors or projects Bitget plans to launch in the coming year?
Xie Jiayin: We are always focused on capturing market trends and identifying hot sectors and assets to generate wealth effects for users. It’s not just Launchpad—our Launchpool projects have also delivered solid returns, with annualized yields ranging from 50% to 300%. Users can stake BGB to mine new tokens—definitely worth watching.
Overall, Launchpad and Launchpool projects undergo stricter evaluation than regular listings. Thanks to our strong research team and active collaboration with project teams, we’ve delivered tangible value to users. In the coming year, we will place greater emphasis on Bitcoin Layer 2, AI, and RWA sectors, aiming to continuously provide high-quality investment opportunities.
Outlook: Prioritizing Compliance and Emerging Markets—Community Building as the Foundation
Odaily Planet Daily: In the new year, which business areas will Bitget prioritize strategically?
Xie Jiayin: In our 2024 development strategy, we will focus on three key areas: compliance, emerging markets, and Web3.
In this dynamic industry, compliance is paramount. We continue enhancing our capabilities and standards to meet evolving regulatory requirements. As global crypto regulations rapidly develop and mature, we are actively pursuing licensing in jurisdictions with clear regulatory frameworks to advance compliant operations.
At the same time, with growing adoption of cryptocurrencies, we see tremendous potential and growth opportunities in emerging markets such as Latin America, Southeast Asia, and Africa. We are strengthening our presence in these regions and allocating more resources to drive expansion.
In this ever-evolving crypto landscape, competition among exchanges is intensifying. Expanding into diversified Web3 businesses has become urgent and essential—not only to solidify our market position but also to ensure long-term sustainable growth. Therefore, we plan to extend our footprint into DEX and Layer 2 domains.
Odaily Planet Daily: At the beginning of this year, during a Space co-hosted by Odaily and Bitget, you mentioned: “This year, I’ve participated in many community-building efforts and listened to user experiences.” For a centralized exchange, community is vital. How do you plan to strengthen Bitget’s community in the new year and boost user engagement?
Xie Jiayin: Our users care deeply about being able to reach customer support anytime. But traditionally, our support team isn’t publicly accessible. To bridge this gap, we’ve established a dedicated community team to meet user needs. We’re also collaborating with KOLs and users, inviting them to become Builders who help shape Bitget’s influential crypto ecosystem—with full support provided to each Builder.
After the ordinals boom last year, I joined several popular ordinal communities and learned firsthand what users care about and what services they expect from exchanges. I clearly felt that whenever an exchange employee is present in a community, engagement rises significantly—because users know they can consult or give feedback directly. We realized that only by closing the distance with communities can we earn user goodwill and provide a sense of security.
To improve user engagement, I see three key areas:
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We need tighter collaboration with external communities—partnering with KOLs to send a clear message: “Wherever there’s a community, you’ll find someone from Bitget; whatever the issue, you’ll get the fastest response.”
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We will consistently produce content within our own communities. For example, our research institute publishes daily insights on market trends and industry news, shared across our official groups.
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This year, we’ll focus our community development on spot assets, seeking more exclusive first-listings to generate greater wealth effects. After all, prosperity follows profitability.
As Head of the Chinese-speaking region, I hope to launch activities this year that resonate more closely with the preferences of our Chinese-speaking users.
Odaily Planet Daily: According to 0x Scope’s recently released “2023 CEX Market Report,” Bitget has risen to fourth place in overall market share and is among the fastest-growing centralized exchanges in spot trading. At this pace, how should Bitget take the next step forward? Where will the next phase of exchange competition lie?
Xie Jiayin: I believe we must amplify our wealth effect—by rigorously selecting high-quality first-listed tokens, making Bitget the go-to platform for trading, ensuring users feel our sincerity and value from day one.
Globally—and especially in Chinese-speaking regions—we will strengthen brand cohesion by consistently delivering compelling brand content, positioning Bitget as a trusted trading platform. We’ll also collaborate with partners like Bitget Wallet to advance the decentralized world, making crypto trading more convenient, streamlined, and user-friendly.
In terms of competition, we will focus on exploring emerging markets—including tackling compliance and regulatory challenges—and proactively entering underserved or unexplored territories. These initiatives will enhance Bitget’s core competitiveness.
Additionally, we will strengthen the competitiveness of Bitget’s platform token BGB—by enhancing its utility, increasing its value, and securing exclusive, high-potential first-listed assets—to elevate the overall strength of the platform.
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