CoinEx CEO Haipo Yang: Why Crypto Needs Specialization

At the beginning of 2025, CoinEx announced a major upgrade to its brand with the launch of its new slogan: “Your Crypto Trading Expert.” 

For seven years, CoinEx has maintained a steady presence in the crypto exchange space. But what prompted its latest brand strategy? In this interview, CEO Haipo Yang discusses the vision behind the update and what it signals for the company’s future.

BeInCrypto: Why did CoinEx decide to upgrade its brand slogan now?

Haipo: I am more of a thinker than a speaker. Rather than making speeches, I prefer to quietly observe industry trends and evaluate the long-term development of the company. Last year, Bitcoin celebrated its fifteenth year, breaking the $100,000 mark. Global user numbers continued to grow, the bull market arrived, and major news, such as Trump’s election victory, also created significant attention for the crypto industry. In such a fast-developing market, people celebrate milestone events, but our team prefers to be low-key, stay calm, seize new opportunities, and be attentive to any potential challenges. As the crypto industry gradually becomes more regulated, exchanges need to have keen insights into potential eventualities. After all, how we precisely serve our users remains the foundation of our development.

We observe that, no matter how the market changes, users continue to seek more efficient tools and services to better understand the market, manage risks, and develop investment strategies. With the development of the crypto market, the competitiveness of exchanges can no longer depend on basic features. Instead, they rely on providing more accurate, diversified, and professional solutions that fully integrate product, content, and service value.

Unlike some platforms that chase short-term market trends, CoinEx always takes users’ needs as the core driving force, pushing continuous innovation and optimization in user experience and product functionality. We don’t rely solely on marketing tactics to attract users. Rather, we use our new slogan, “Your Crypto Trading Expert”, as a starting point to upgrade our brand image, reflecting our determination and ability to provide users with precise, efficient tools and services.

BeInCrypto: What is the core value of “Your Crypto Trading Expert”? How does CoinEx embody the “expert” role?

Haipo: When we first proposed this slogan, there were concerns internally—“Isn’t this a bit arrogant?” After all, calling ourselves experts means we have to endure public scrutiny, and people love to find flaws and point fingers.

Before answering this, let me share my understanding of the slogan. I believe it is the spiritual banner of a company or a brand. It must be clear, resonate with values, and withstand scrutiny. In today’s overloaded era of information, every decision-maker faces the task of “separating the truth from the noise.” Our mission is to provide users with services that remove noise and offer insights into the essence. When users intend to trade or seek more information to make decisions, they need a professional to provide rigorous and reliable advice and services. This thought process is quite simple: after a good initial interaction and experience, we become one of the core choices for users, and in this final selection, the role of experts and professional services helps us stand out quickly.

The most important thing is that “expert” is not just a label, but a responsibility. It represents our commitment to users and our deep understanding of the market. For example, CoinEx has continuously launched new products, such as Swap, AMM, Staking, and Mining, to provide a more comprehensive and professional crypto trading service to every user. At the same time, we deeply explore user education through platforms like CoinEx Academy and CoinEx Insight, empowering global users to understand the market, analyze risks, and master the art of decision-making in crypto trading.

“Expert” is not just a reflection of professional service; it is an extension of our deep sense of responsibility. For example, we monitor the risks of tokens listed on our platform. If we detect risks with a particular project, we will alert users on the platform. If the risk assessment is too high, CoinEx will delist the token to ensure user safety. This is our responsibility as a platform.

CoinEx not only focuses on crypto market trading and investment but also actively participates in social welfare and charity. As a corporate citizen, we believe in contributing to global charity projects. Since its founding, CoinEx Charity has invested millions of dollars in various charitable activities, benefiting more than 100 countries and regions while helping hundreds of thousands of people.

The essence of the crypto market is not just about trading convenience and efficiency, but about reshaping a value system based on freedom, transparency, and decentralization. It fosters deep integration between finance, technology, and society, promoting the decentralization of power and resources, and building a more open, equal, and transparent global financial network. CoinEx’s mission is to make the world a better place through blockchain, and this is our core responsibility as “Your Crypto Trading Expert”—not only to advance technology but to take on the responsibility of driving social progress and optimizing our platform to provide users with more professional, efficient support and promote the healthy and sustainable development of the crypto industry.

BeInCrypto: What are your experiences and insights after operating CoinEx for seven years?

Haipo: The crypto industry is currently experiencing a significant transformation. Over the years, we’ve witnessed numerous market fluctuations, with digital currencies gradually evolving from an idealistic experiment to an important part of the global financial system. Every fluctuation in the market reminds us that technology is a cold tool, but the human pursuit of freedom, independence, and control is a timeless theme. The key issue is how to find order and meaning in the infinite information and complex decisions we face.

For me, these seven years at CoinEx have been more about thinking deeply on how to maintain direction in this rapidly changing industry, always catering to user needs as a guide. Continuously improving our products and services based on these needs, and ensuring that every innovation and optimization truly serves the user rather than following short-term trends or surface changes, is fundamental to a company’s survival and growth.

Aside from closely following user needs, the strength of the team is another key factor in determining whether a company can succeed in the long run. Many people say the hardest part of starting a company is not the product but the people. When the company was just starting, we didn’t have many employees, but each member was driven by a common goal, continuously breaking through and growing quickly. 

As the business grew, the team also expanded, and we attracted professionals from all over the world to build CoinEx with passion and expertise. We are not just colleagues but warriors with a shared vision. We’ve worked tirelessly to build CoinEx into a global exchange that supports over 1,300 cryptocurrencies, 1,800 trading markets, and serves users across more than 200 countries. During this journey, we faced countless challenges but also gained resilience and a never-give-up spirit.

The market rules are constantly adjusting, and user needs are deepening. In a highly competitive market, only a professional, efficient, and cohesive team can truly achieve “user-centric” service.

BeInCrypto: How do you view the future of the crypto industry?

Haipo: In the future of the crypto industry, trends will not only revolve around technological innovation but also involve a comprehensive transformation of society, finance, and individual lives. On a higher level, the decentralization concept of blockchain will expand further, driving broader societal applications. With the promotion of intelligence and automation, blockchain and crypto assets will no longer be limited to crypto trading and speculation but will gradually integrate into various industries, redefining the operational mechanisms of finance, logistics, supply chains, and more. The future crypto market will become more intelligent, possibly no longer solely driven by human-led trading. It will help users make more precise decisions through AI, machine learning, and big data analysis, and even assist algorithms in executing trading and investment decisions.

CoinEx realized early on that the platform’s development and industry competition are no longer confined to trading volume and user numbers but are based on technology innovation, service depth, and continuous optimization to build long-term comprehensive competitiveness. For example, CoinEx’s ecosystem covers multiple areas, including trading, technology, and financial services, aiming to create a complete crypto ecosystem by empowering one another. The upcoming launch of CoinEx Vault will mark the beginning of a new era in asset security management.

With the continuous application of AI and big data, CoinEx began building a smarter trading platform early on. The AI analysis tools we launched have helped users more accurately predict market trends, optimize investment portfolios, and provide risk management advice. We are expanding AI’s intelligent services into market analysis, candlestick chart monitoring, social media trends, and news analysis, allowing users to access more efficient and precise market data support in real-time. In addition, we will apply AI to automated trading decision-making and risk alert systems, enhancing the platform’s security and smoothness. These advancements make CoinEx not just a simple trading platform but a comprehensive ecosystem that provides professional, intelligent support for global crypto market users.

Although some large exchanges currently dominate the market share, this does not mean they will always maintain their lead. As market competition intensifies, only those trading platforms that can truly understand user needs, continuously innovate, and create unique value for users will stand out in this ever-changing competition.

CoinEx has built a reputation as a reliable exchange that prioritizes long-term growth over short-term hype. With the launch of its new slogan, “Your Crypto Trading Expert,” the company is refining its identity to reflect its commitment to expert-driven trading services. More than a rebrand, this shift reinforces CoinEx’s focus on delivering a professional and user-friendly experience for traders worldwide.

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