Interview with Xie Jiayin: I Have Ambition, and So Does Bitget
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Interview with Xie Jiayin: I Have Ambition, and So Does Bitget
Following Xie Jiayin's sharing, step into the thoughts, feelings, and reflections of the long-standing Chinese-speaking head of exchange.
Navigating Web3 tides with focused insightsAuthor: TechFlow
Introduction
In the volatile world of crypto, few people bring a breath of fresh air—Xie Jiayin, Head of Bitget's Chinese-speaking Market, is one of them.
Since joining Bitget in early 2024, Xie Jiayin has championed the vision of "building the warmest exchange," engaging directly with the community through an approachable, practical, and down-to-earth presence. In just two years, he has led Bitget from being perceived as a minor player to ranking among the top three exchanges in the Chinese-speaking market:
User count has surpassed 120 million, monthly average trading volume reached $750 billion, and it became the first platform to exceed $10 billion in trading volume for US stock contracts. In discussion threads asking “Which exchange app do you commonly use?”, Bitget is increasingly mentioned in comments.
Behind this rapid growth lies the iron-fisted discipline of this "warm leader" with a wolf-like drive.
He says about himself:
If I can't protect our users, then I don’t deserve to be Bitget’s Head of Chinese-speaking Market. I work 12–14 hours every day. I read and reply to every message—truly helping users solve problems and safeguard their interests. Since joining Bitget, I've posted a total of 17,000 updates on Twitter, averaging 24 per day, not counting the massive volume of private messages I handle daily.
About his team, he says:
I demand instant responses from my team. If Bitget wants to become the warmest exchange, the team must never evade, shift blame, or delay.
After seven turbulent years and achieving the milestone of “fourth globally, top three among Chinese-speaking platforms,” how will Bitget, under Xie Jiayin’s gentle yet determined leadership, leverage its new UEX (Universal Exchange) direction to enter its next phase of growth?
On this, Xie Jiayin says:
I hope to move quickly from 'Bitget third' to 'Bitget second,' and truly solidify our position there. I have ambition, and so does Bitget.
In this feature, let’s explore the thoughts, feelings, and visions of this enduring leader of Bitget’s Chinese-speaking operations through Xie Jiayin’s insights.
The following is a transcript of our conversation. The podcast audio version is also available—subscribe to “Let's Flow” on Xiaoyuzhou FM.
Click this link or scan the QR code in the image to listen
If I Can’t Protect Users, I Don’t Deserve This Role
TechFlow: It’s great to chat with you again. I’ve been curious—aside from Bitget and maybe one or two other exchanges, most don’t seem to highlight a dedicated Chinese-speaking market lead, or even have such a role at all. Why do you think that is?
Xie Jiayin:
This is an interesting phenomenon. Having entered the industry around 2018 and worked across multiple platforms, I’ve seen various operational models. Indeed, most exchanges don’t promote or even establish a specific role for a Chinese-speaking market lead.
There are several reasons behind this:
First, regulatory environment. Since 2017, China’s regulation on the crypto industry has tightened significantly. Many exchanges have shifted toward global expansion, especially those founded by Chinese teams, who often deliberately downplay their local identity to operate more compliantly and discreetly.
Second, different market strategies. Exchanges with Chinese roots inherently carry Chinese-language DNA, so they don’t need to emphasize a “Chinese-speaking lead” to reinforce localization. But Bitget is different—we only re-entered the Chinese-speaking market around 2023. Despite strong international recognition, we started from zero in this region, with no first-mover advantage. Therefore, we needed someone—and a team—to get close to users and build trust.
That’s why in April this year, I officially launched our Chinese-speaking squad—to serve users more directly and efficiently, offering genuinely valuable support. Not every exchange has the courage to do this, but for us, it reflects our sincerity and strengthens our differentiation.
To be honest, I often hear users give me what feels like exaggerated praise—phrases like “there are many exchanges, but only one Xie Jiayin” or “Xie Jiayin is a born BD prodigy.” I believe these comments indirectly highlight our differentiated strategy in the Chinese-speaking market: our team, top to bottom, delivers fast, user-centered responses. I always say, “Reach out anytime”—and I’m usually reachable until 3 a.m. For our brand, we’re committed to deepening our presence in the Chinese-speaking world and growing alongside the community. That’s a major determination.
TechFlow: You’re essentially the veteran among exchange leads for Chinese speakers. What do you see as the core responsibilities of this role?
Xie Jiayin:
Becoming a Chinese-speaking market lead shifted my work from managing specific areas to taking a broader, strategic view—the role demands coordination and long-term planning.
I’ve always stayed on the front lines, which explains my high visibility in the community. Many got to know me and Bitget through this exposure. It aligns with my personality: between ordinary and unique, I chose the latter. Bitget has become a vital part of my life, and I do everything I can to bridge the gap between platform and user. I often say: “Protect your own users. If I fail to protect mine, I don’t deserve to lead Bitget’s Chinese-speaking market.”
Externally, I represent Bitget; internally, I represent users. I’ve nearly argued with tech and product teams during meetings because I felt their rules weren’t reasonable or user-friendly—but ultimately, these aspects were improved. I firmly believe protecting user interests isn’t just about “what I say,” but more importantly, “what Bitget does.”
Regarding the role’s responsibilities, first and foremost is brand building and marketing. Since I joined, our influence in the Chinese-speaking market has grown significantly. Just last night at the gym, several major clients told me our recent financial products are impressive, and many large traders are moving to Bitget. Data shows that since I joined, BTC holdings on Bitget have increased fivefold, ETH over tenfold. Of course, this isn’t just my achievement, but the recognition means a lot. Through consistent marketing and operations, we’ve maximized Bitget’s visibility and appeal among Chinese-speaking users.
Second, community management and user engagement are critical. I’m in roughly 1,000 WeChat groups. The messages never stop. Though I mostly set them to silent, whenever someone @mentions me, I check immediately—determining whether it’s directed at me personally or the group. I aim to respond promptly to every message. With so many groups and users, it keeps me grounded, hearing feedback firsthand and responding quickly—this is essential.
Third, ecosystem development and business expansion are core duties. I now lead not only the marketing team but also formed a BD team in mid-October, personally driving user acquisition and trading growth. This includes pioneering products like US stock contracts, upcoming gold and forex offerings, increasing market exposure, and partnering with quant firms and other institutions. Overall, I’m pushing brand ecosystem growth end-to-end—from marketing to operations. Compared to my earlier focus solely on marketing, this is far more challenging.
Finally, as the Chinese-speaking lead, I frequently participate in external PR activities, speaking publicly to maintain and enhance the platform’s reputation—an indispensable part of the role.
TechFlow: As an exchange lead for Chinese speakers, where do your pressures and sense of achievement come from?
Xie Jiayin:
The pressure is substantial. First, the job intensity is extremely high:
I work 12–14 hours daily. Sustaining this pace leads to burnout—everyone has limited energy. I understand users may get emotional during bear markets. My Twitter, WeChat, etc., receive countless DMs, comments, and complaints daily, occasionally even personal attacks. Handling this requires strong mental resilience. Also, emergencies require immediate response—any delay risks a trust crisis, which the platform cannot afford.
Second, competitive pressure: Exchange competition intensifies yearly, especially this year. One day you poach my staff and channels, the next I take your institutions and whales. Plus, many Chinese-speaking users are industry OGs with rising expectations. Any slip-up risks losing users to competitors—essentially handing them over—which adds immense pressure.
Lastly, personal visibility is a double-edged sword. As an executive, high activity makes you a target. Criticism and insults are common. But that’s fine—if it helps boost Bitget’s reputation, attract users, and grow the brand and trading volume, the effort is worthwhile.
Achievement comes from multiple sources.
Most fulfilling is user recognition and loyalty. Many once doubted Bitget but now genuinely support us. Seeing user metrics rise steadily brings real joy—for example, last quarter we counted over 120 million users across our ecosystem including wallet and exchange, with monthly trading volume hitting $750 billion. This is truly rewarding. Our 2026 goal is to surpass $1 trillion in monthly trading volume.
Another source of pride is team growth. Leading the marketing and BD teams to rapidly expand our Chinese-speaking ecosystem—developing channels, VIP clients, institutions, and partners—I witness change daily. It’s deeply satisfying to see Bitget evolve from a follower into a leading platform with broad influence.
TechFlow: Everyone who interacts with you finds you very approachable and caring. What’s your MBTI? Does this warmth stem from professional duty or your natural personality?
Xie Jiayin:
My MBTI is ENFJ, though I don’t really follow or believe in it, haha.
I naturally have a warm personality. If you want to stand with users, merely chatting in groups or posting tweets isn’t enough—you must genuinely help solve their problems. That’s one of my strengths. I always try to see things from the user’s perspective, possibly shaped by my humble background and upbringing, allowing me to better understand each user’s thoughts and needs.
Also, standing with users requires empathy. I don’t prioritize Bitget’s interests just because I’m its Chinese-speaking lead. Only by truly helping users solve problems and protect their interests can you earn lasting trust. Otherwise, no matter how high your title, it’s meaningless. This is the fundamental logic of co-growth between platform and user.
Top Three: Bitget Is Here in the Chinese-Speaking Market
TechFlow: Recently, “Bitget top three” has sparked widespread discussion. What defines this “top three”? Is it something you find particularly rewarding?
Xie Jiayin:
Undoubtedly, it’s highly rewarding, even if controversial. But based on our real data, genuine liquidity, and strengths in derivatives, US stocks, AI, etc., I confidently assert that Bitget ranks among the top three Chinese-speaking exchanges.
We’ve faced skepticism along the way, especially regarding the UEX (Universal Exchange) vision we unveiled at Bitget’s 7th anniversary in September. Many doubted it, but reality proves otherwise.
Strategically, platforms like Robinhood and Binance are all moving toward the “super app” model—enabling trading of any asset on one platform to capture all users. That’s exactly what UEX aims for. In other words, Bitget’s proposal of UEX is spot-on in terms of trend and timing—it just depends on who executes it first and best.
In practice, we’ve delivered tangible results that users love. We were among the first to integrate Ondo. Last week, our average daily spot trading volume for US stocks exceeded $60 million, capturing about 73% of Ondo’s market share. Meanwhile, we became the first platform to surpass $10 billion in trading volume for US stock contracts.
Additionally, our TradFi products are in development, supporting contracts for gold, forex, and ETFs. Currently accessible to a select few users, full launch is expected in January 2026. Our innovation speed remains high.
TechFlow: After reaching the “Bitget top three” milestone, what steps will Bitget take to strengthen this perception or elevate further?
Xie Jiayin:
I once tweeted that Chinese-speaking users are incredibly loyal—they stay with a platform if they made money there. Even today, I still believe this is absolutely true.
Many still associate exchanges with the old “big three” (Binance, OKX, and former Huobi), overlooking newer platforms that have caught up or even surpassed in certain areas. When we entered China in 2023, many saw us as a small exchange. To succeed, we had to compete not only with giants but also with other small players. It was tough, but the Chinese-speaking market had to be pursued—so the real question was simply whether we dared to act.
We’ve invested heavily—signing Messi, partnering with La Liga—to show Chinese-speaking users that Bitget is strong, even thriving overseas. The Chinese-speaking market isn’t just Binance and OKX—Bitget is here too. Habits can change, and I hope more users will try Bitget.
I believe brand is fundamentally perception—like first impressions or collective user beliefs. Over time, this perception evolves and eventually aligns with reality. For instance, if you once thought Bitget was just a small exchange, over time you’ll realize it truly deserves a top-three spot.
Looking ahead, we’ll continue advancing on several fronts:
Market-wise, we’ll launch more product campaigns, such as our recently launched TradFi and US stock offerings two months ago—both driving real user growth.
Brand-wise, we’ll deepen collaborations with quality content creators, consistently producing content and boosting visibility, while actively participating in industry summits. Next year, at events like Consensus and Token2049, we won’t just attend—we’ll host our own side events to continuously strengthen Bitget’s influence in the Chinese-speaking world.
Behind 10/10 Wolf Spirit: Building the Warmest Exchange
TechFlow: You’re very active on Twitter. Do you personally post all these? Have you tracked how many X messages you’ve replied to since joining Bitget?
Xie Jiayin:
I calculated: from my start date of January 2, 2024, to now, my Twitter posts and replies combined total 17,000—with a daily average of about 24. That’s an extremely high frequency, and this only includes public interactions—not the massive volume of private messages handled separately.
But I don’t process Twitter messages at fixed times. In daily life, I casually check Twitter throughout the day. For me, checking Twitter is completely natural and effortless—whether during meetings or while drafting proposals. Maybe that’s one of my strengths—my energy allows me to multitask effectively, haha.
TechFlow: Many compare Bitget to Huawei. On a scale of 1–10, how would you rate your “wolf spirit,” and why?
Xie Jiayin:
I’d definitely rate myself 10/10. At heart, I’m highly driven, but my intensity isn’t chaotic or forced upon others—everyone has limited energy and faces hardship. My wolf spirit is performance-driven. For example, when leading the BD team, if there’s an urgent request at 1 or 2 a.m., I immediately act—creating groups and assigning BD reps right away.
I expect instant replies from myself, so I demand the same from my BD team. Most of my current BD members are newcomers—some briefly worked at other exchanges, others are completely new to crypto. But my management approach works well—each of the BD members I personally mentor performs strongly.
TechFlow: Since joining, you’ve shared various Bitget services on Twitter—such as token launches, VIP services, and recently the U Card. What has Bitget done right to sustain growth, and what still needs improvement?
Xie Jiayin:
I’ve nearly completed two years at Bitget, and I’m genuinely proud of what we’ve achieved—evolving from a striving challenger to a leading platform. It hasn’t been easy; it’s backed by real effort.
While I’m the visible face, the true backbone of Bitget is our team—over 2,200 employees—who tirelessly refine products and serve users day after day.
Behind our rapid growth, some areas stand out. I always emphasize: deliver what users need. That’s why we rolled out products like US stock and TradFi. Additionally, since July, we’ve aggressively expanded institutional business and VIP services, receiving strong market feedback. Our VIP clients show exceptional loyalty, choosing to keep assets and conduct primary trading on Bitget. On the institutional side, about 90% of known firms in the market are now our clients.
Of course, we still have room for improvement. I believe no person or exchange is perfect. Exchange development is similar across platforms—moving forward while facing criticism. We’ve certainly mishandled things at times, but our greatest strength is quickly identifying issues and correcting them immediately. When criticized, we stand straight—our attitude must be clear, showing users we’re a credible, responsible platform.
In April this year, when I brought the team forward, I declared our mission: “to become the warmest exchange.” What does “warm” mean? No evasion, no blame-shifting, no delays. When users or partners reach out, we respond instantly and stay online. By consistently delivering this, Bitget’s standing in users’ hearts will gradually rise.
TechFlow: Can you share key initiatives you’ve led or driven since joining Bitget—product or market-related?
Xie Jiayin:
First, I’m proud of building an outstanding marketing team. Our entire Chinese-speaking market team has just six members, yet we’ve achieved industry-recognized results—positive feedback not only from users but even from competitors who’ve tried to poach them. But since I built this team myself, it won’t be easy to take them away. I’ve also established a capable BD team, still small in size—great talents are welcome to apply.
Another success is significantly raising Bitget’s visibility among Chinese-speaking users. Now, when people mention Binance or OKX, Bitget often comes to mind too—proof that our efforts to be seen are working.
Then, during the Hong Kong fire incident, I led Bitget’s donation efforts, contributing three donations totaling 12 million, distributed to three different organizations, each focusing on distinct relief areas: psychological counseling, basic living needs, and financial compensation. We aimed for precision to genuinely help victims. Many users said they appreciated Bitget’s concrete action.
Since joining Bitget, I’ve emphasized “walking with the community, staying in sync with users.” To me, users always come first. The most memorable case was the June pump.fun launch event, which I personally managed. Many couldn’t access it—the first 10 seconds allocated all slots. I was traveling in Thailand, and upon landing, realized the original approach wouldn’t work. I spent over five hours monitoring community feedback, tracking issues from late evening until dawn. At 6 or 7 a.m., before work hours, I urgently convened product and operations teams, deciding on an inclusive distribution plan and immediately calculating allocations.
Before finalizing details, we couldn’t announce anything publicly. So until the official release at 4 p.m., we faced heavy backlash. Ironically, I once posted on WeChat Moments saying I was closely monitoring the community, but used a photo from a dinner with friends in Kuala Lumpur a week earlier. Many attacked me: “Is this how seriously you’re listening?” Eventually, the issue was resolved perfectly and earned recognition. This experience reinforced how continuous efforts strengthen Bitget’s brand influence among Chinese-speaking users.
Long-Term Focus Delivers Real Results
TechFlow: Entering Bitget’s third year, what are your next-stage goals professionally and personally?
Xie Jiayin:
Professionally, I hope to transition from “Bitget third” to “Bitget second,” and truly solidify that position. It’s a major goal. More concretely, I aim for our monthly average trading volume to surpass $1 trillion soon. I have ambition, and so does Bitget.
Personally, I can’t think of much—I’ve merged my life with my work. In the Chinese-speaking world, Xie Jiayin represents Bitget, and Bitget represents me. Sometimes I see comments saying “he’s great, but Bitget is…” Initially, I took it as personal praise, but now it feels painful. My mindset is simple: I am Bitget. If Bitget isn’t doing well, it means I haven’t done my job properly.
TechFlow: Let’s lighten up—a rumor says you received a 50-month year-end bonus last year. How many months do you expect this year?
Xie Jiayin:
To me, the year-end bonus is more a footnote to results than the goal itself.
If I have hopes, I’d like to see a “decent” number reported in TechFlow’s news feed.
TechFlow: Final question—you mentioned the market turning bearish. Can you elaborate? Do you see the crypto industry currently in a bear or bull market? And what’s your outlook on crypto’s future?
Xie Jiayin:
I recall the mobile internet concept emerged around 2010, but only began gaining real momentum around 2014 with smartphone adoption and the rise of mobile games, apps, and ecosystems. Before 2010, the internet was the web era—people still used Nokia phones. In my view, the crypto industry today is still in the year 2000 of the internet era—still a decade away from its mobile internet phase.
I entered around 2018, when mainstream media and public opinion were largely critical of crypto. But over time, crypto’s value has been proven. Many countries, including the U.S., are now vigorously developing the space—proof that good things withstand the test of time, just as Bitget will endure historical scrutiny.
I encourage young people to join this industry—it’s undoubtedly thriving. I stumbled into crypto in 2018, completely clueless, a total newbie—a regular soldier who rose from the grassroots. Back then, blockchain had low barriers—whether you were a flyer distributor, real estate agent, or pharma rep, you could try launching tokens or projects. Eight years later, the industry has become increasingly standardized and professional. Now, top university graduates fight to enter this field—youth recognize its potential and opportunities. That’s a positive trend.
As for market conditions, Bitcoin traded around $86,000 last night. Short-term prices reveal little. Over a decade ago, Bitcoin was nearly worthless—today, no asset beats it. These are just patterns of evolution. Markets have cycles—short-term bear markets mean nothing. Only by adhering to long-termism can one achieve real results.
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