He Yi's life trajectory can be described as a myth. This 'Queen of the Coin World' from a poor village in Sichuan has written her own legend in the cryptocurrency frenzy with remarkable business acumen and bold decision-making.
1. The leap from the bottom to the crypto world: Business talent catalyzed by survival instincts
Born in 1986 into a family of teachers, He Yi faced economic difficulties after losing her father at the age of 9. By 16, she became a supermarket beverage promoter, earning a living through her hoarse shouts. This experience shaped her keen insight into human needs—much like the 'beautiful customer service' marketing strategy she later devised at OKCoin, which essentially leveraged visual impact to attract traffic. A chance profit during the 2007 A-share bull market sparked her interest in capital markets; the Bitcoin surge in 2013 became a turning point in her life, as she decisively abandoned her psychology studies and hosting career to enter the cryptocurrency industry.
2. The symbiotic relationship with Zhao Changpeng:
The encounter with Zhao Changpeng at a blockchain forum in 2014 initiated a complex connection lasting over a decade. As a co-founder of OKCoin, she not only brought Zhao Changpeng into the company as CTO but also propelled the platform's rise through an operational model of 'exchange + media matrix.' When Binance was founded in 2017, He Yi deeply participated as a 'free consultant,' contributing far beyond conventional business collaboration: she not only led the issuance and global marketing of 'Binance Coin' but also provided crucial trust when Zhao Changpeng sold his property to go all in on cryptocurrency.
3. Survival wisdom in crisis: A dual-track strategy of legal avoidance and image reshaping
In response to the 13 allegations by the U.S. Department of Justice against Binance for money laundering and terrorist financing, He Yi demonstrated remarkable crisis management skills. During Zhao Changpeng's resignation and guilty plea, she maintained Binance's dominance through three strategies:
User growth to hedge regulatory risks: By implementing aggressive strategies such as lowering transaction fees and launching derivative contracts, the user base increased from 130 million to 200 million in four months, proving the platform's irreplaceability with data;
Gray operations in legal games: As the largest shareholder, she participated in selecting independent auditors required by the U.S., transforming external regulation into an internal balancing tool;
Transformation of public image: From 'Chief Customer Service' to publicly encouraging entrepreneurs, shaping a responsible leader persona, while suggesting Zhao Changpeng apply for a pardon from Trump, testing the possibility of political mediation.
This 38-year-old crypto queen continues to stir the global financial order with the 'hunger granted by poverty.' Her story is not only an inspirational example of individual breakthrough from class constraints but also a microcosm of the cryptocurrency industry's wild growth era—when technological innovation and regulatory lag create significant arbitrage opportunities, those most adept at exploiting gaps in the rules often become survivors at the eye of the storm.
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