CoinEx's New Brand Strategy

Starting in 2025, CoinEx has unveiled an upgraded brand identity centered around the slogan: “Your Crypto Trading Expert.” Established seven years ago, CoinEx has consistently been a pivotal player in the cryptocurrency exchange sector. In this exclusive interview, CEO Haipo Yang articulates the motivations behind this significant branding shift and what it foreshadows for the company’s future.

Reasons for the Brand Evolution

BeInCrypto: What prompted CoinEx to adopt a new slogan now?

Haipo Yang: I prefer observing industry trends over being overly vocal. Last year marked Bitcoin's fifteenth anniversary; it surpassed the $100,000 threshold, and global user engagement saw significant growth. Amid these milestones, our team chose a measured, observant approach to navigate the fast-evolving market. As regulations in the crypto realm increase, exchanges must stay attuned to potential shifts. Our primary focus remains the precise needs of our users, serving as the foundation for our continued growth.

The digital landscape is transforming; users are increasingly in search of efficient tools and services for market analysis, risk management, and investment strategy development. As the market matures, competitiveness hinges on delivering professional solutions that combine product efficacy, valuable content, and exceptional service.

Defining the “Expert” Role

BeInCrypto: What signifies the essence of “Your Crypto Trading Expert”? How does CoinEx fulfill this expert role?

Haipo Yang: Initially, some team members hesitated regarding our new slogan, worried it might come across as presumptuous. A claim of expertise invites scrutiny and criticism.

For me, our slogan serves as a guiding principle, reflecting our commitment to clear and valued services. In today's information-overloaded era, we strive to help users sift through information to uncover insights. When trading or seeking deeper insights, professional guidance is invaluable. In ensuring excellent user experience, we aspire to become a trusted choice, where expert services help differentiate us in a crowded market.

However, expertise is more than a title; it is a commitment. For instance, we continuously roll out new services, from Swap and AMM to Staking and Mining, enhancing the trading experience. We also prioritize user education through resources like CoinEx Academy and CoinEx Insight, empowering users to navigate the market and make informed decisions.

Social Responsibility and Market Engagement

Our role as an expert extends to market conduct; if we identify potential risks associated with certain tokens, we inform our users and may even take necessary steps to delist such tokens for user safety. Beyond trading, CoinEx takes pride in its contributions to social welfare, supporting various charitable initiatives across the globe through CoinEx Charity.

We view the crypto industry not just as a trading platform but also as a proactive force for social good, aiming for a world characterized by freedom, transparency, and decentralization through blockchain technology.

Reflections on Seven Years of CoinEx

BeInCrypto: What insights have you gained from your seven-year journey with CoinEx?

Haipo Yang: Our industry is undergoing immense transformation. We've observed how digital currencies have evolved from experimental assets to integral components of the global financial landscape. Amidst fluctuating markets, the fundamental human desire for freedom and control persists. Our challenge lies in discerning order within the overload of information surrounding us.

In my tenure at CoinEx, I have focused on aligning our path with user needs, ensuring our innovations serve them effectively rather than merely following fleeting trends. The strength of our team has also been pivotal to our success. Initially, our team was small but united by a common vision, fostering rapid growth.

As CoinEx's operations scaled, we've attracted global talent, forming a passionate team determined to establish CoinEx as a comprehensive platform, offering over 1,300 cryptocurrencies and servicing users across more than 200 countries.

Future Trends in the Crypto Sector

BeInCrypto: What do you envision for the future of the crypto sector?

Haipo Yang: The crypto landscape will not only pivot on technological innovation but will also instigate broader societal transformations. With advancing automation and intelligence, blockchain and crypto assets will extend beyond speculation, merging more into traditional industries, thereby redefining operational frameworks in finance, logistics, and supply chains.

At CoinEx, we recognize that our competitive edge now relies on technological innovation and service depth rather than merely trading volume. Our ecosystem integrates trading, tech, and financial services, enhancing functionality across the board. Our upcoming CoinEx Vault signifies a new chapter in asset security management.

We’ve proactively integrated AI and big data into our platform, allowing users to anticipate market trends with automated tools. We are expanding AI functionalities into areas like market analysis and trading automation, further enriching the user experience.

Despite the dominance of major exchanges, sustained success in this competitive environment will belong to those who genuinely understand their users and consistently provide meaningful innovations.