Mam in crypto

English version follows.
# 在加密世界的喧嚣中，重新寻找注意力的方向
# 去用户做出决策的地方，说他们听得懂的话

Token2049的喧嚣已经落幕，当狂欢褪去，一个比任何Alpha都更尖锐的问题浮出：作为项目方、建设者，真的知道华人用户在哪里吗？

今年新加坡超过500场活动把金沙变成了临时的“加密圣地”。然而，但在盛宴之下，一场关于用户注意力的静默迁徙，早已尘埃落定。

一、注意力价值的残酷重估

对于连续三年的参会者而言，Token2049的会场本身就是一部残酷的兴衰史，去年还需要VC排队才能见上一面的明星公链、L2概念，今年其周边活动的门前冷清得像是一场行为艺术。

与之形成鲜明对比的，是Hyperliquid、Aster这类更贴近交易和应用层的项目，成为了新的流量黑洞，它们的展台和活动挤满了最渴望寻找下一个机会的用户。

注意力正在从宏大叙事，向“我能马上参与的财富密码”快速转移。 项目的兴衰周期被极限压缩，本质上是市场完成了对“注意力价值”的残酷重估。
 
二、营销的“认知错配”：为何你的Twitter投放正在失效？

会议期间，我们和很多当红项目创始人聊了聊，听下来，几乎每个创始人都有类似的困扰：“在中文市场的投放数据很糟糕（The data is shit）。”

和韩国、西方国家使用推特作为主流平台不同，他们在华人市场面临着同一个困境：在Twitter 投入巨额预算，换来的却是与真实增长不匹配的参与数据。

这并非策略失误，而是一个深刻的“认知错配”。我们需要思考一个根本性问题：华人用户究竟是谁，究竟在哪里？

1. Twitter的“存量用户”困境：

Twitter上的中文加密圈，更像一个由KOL、VC、项目方和媒体组成的“行业内圈”，或称“存量市场”。这里的用户身经百战，对营销辞令早已免疫，他们追求的是深度研报、技术突破和早期可靠Alpha，你的“广域轰炸”式营销对他们而言只是噪音，向他们喊话，更像是行业内的“自我感动”，而新用户并不知道如何在推特查找crypto信息。

2. 真实“增量用户”在哪？
现在，让我们描绘一个华人真正的新用户——那个被比特币新高、特朗普代币，朋友暴富故事吸引而来的“圈外人”。他的时间和精力是宝贵的，他的核心诉求是“如何快速、简单、安全地参与进来？

他的路径清晰得可怕：

第1步 (5分钟): 在朋友推荐下，下载了币安。 
第2步 (30分钟): 搞明白最基础的OTC和交易操作。

此后，由于用户习惯和路径依赖，他99%的加密生命周期，都更希望在这个App内完成。

为什么？因为交易所为他解决了最大的痛点：信任和效率。在一个信息爆炸、骗局横行的世界里，交易所的App不仅是交易工具，更是他赖以生存的“信息中心”和“决策大脑”。

他在很长时间都没有兴趣去Twitter上学习复杂的DeFi乐高，也分不清L2的各种“Rollup”技术，更不知道如何进行信息筛选。

他会更希望通过交易所的“广场”或“发现”页面追踪市场热点，在新币榜单里寻找潜在的财富密码，在Launchpad里一键参与打新。对他而言，交易所App就是信息入口、决策中枢和交易终端。

一个不争的事实是：新用户的全部心智，都会被交易所这个超级App牢牢锁定。 无数项目方仍在Twitter上内卷，试图教育中文市场，而他们真正的潜在用户，就隔着一层玻璃，在交易所的流量池里等着被发现。

三、去用户做出决策的地方，说他们听得懂的话

综上，那个只靠推特讲故事就能拉动增长的时代，滞后了。

当下的破局点，是开启多元化营销，而不是仅仅只依靠推特来进行“跨平台引流”，更需要直接进入用户的“决策腹地”。项目方需要从“广域轰炸机”转变为“精准制导”，在交易所这个核心战场里，完成三件事：

被看见：用户在币安广场浏览信息时，有效地展示自己。
被理解：用最直白、最贴近“财富密码”的语言，解释你的价值。
被交易：让用户在产生兴趣的瞬间，一键就能以最低门槛完成交互或交易。

这正是ChiLabs正在All in的方向。我们选择去 #币安广场 ，流量的终点站。

Token2049 Event Recap:
Go Where Users Make Decisions — Speak the Language They Actually Understand
Token2049 is over, the noise has faded, and one question keeps echoing in my head:
As founders and builders — where are the Chinese users, really?
⬇️⬇️
#BinanceSquare @cz_binance @heyibinance @yingbinance
1️⃣ The Brutal Repricing of Attention
For anyone who’s been to Token2049 more than once, the conference floor itself is like a living chart of hype cycles.
Last year’s “next big L2” projects — the ones you needed warm intros just to talk to — were half-empty this year. It felt almost like performance art on the theme of “fading relevance.”
Meanwhile, booths like Hyperliquid and Aster were packed. Crowds of users squeezed in, not for ideology, but for the next real opportunity.
Attention has shifted — away from grand narratives, toward things you can trade, join, or profit from right now.
The project life cycle has been brutally compressed. The market has revalued attention, and only action-driven narratives are left standing.
2️⃣ The Marketing “Mismatch”: Why Twitter Is Losing Its Edge
Throughout the week, I chatted with founders from several trending projects. Almost all of them said the same thing: “The data is shit”
They’re not wrong. Unlike Korea or Western markets where Twitter is the main platform, in Chinese-speaking regions, Twitter campaigns often burn big budgets for low-quality engagement.
It’s not a tactical failure — it’s a cognitive mismatch.
We have to ask a deeper question: Who are Chinese users, and where do they actually hang out?
(1) Twitter’s “Closed Loop” Problem
Crypto Twitter’s Chinese community isn’t retail — it’s an insider circle of KOLs, VCs, media, and project teams.
These users are veterans. They’ve seen every narrative and every airdrop. They don’t click your ads; they debate your tokenomics. A massive “awareness campaign” here only creates noise. It’s industry self-entertainment. And for the Chinese new users, they don’t even know how to find crypto information on Twitter.
(2) Where Are the Real Chinese New Users?
Now imagine a genuine new user from China — the one who came in because Bitcoin hit a new ATH, or their friend doubled their money overnight.
They’re not here for ideology or deep tech — they just want one thing:
“How do I join fast, easily, and safely?”
Their journey looks like this ⬇️:
1️⃣ 5 minutes: Download Binance after a friend’s referral.
2️⃣ 30 minutes: Figures out how to buy their first token via OTC.
And that’s it. For 99% of their crypto life, they stay inside that one app.
Because Binance doesn’t just handle their trades — it handles trust, information, and decisions.
To them, the Binance app is the crypto universe.
They don’t care what “modular rollups” or “DeFi Legos” are. They scroll through Square, Discover, or New Listings, and if something catches their eye, they tap once and buy.
Their entire “crypto cognition” — from learning to decision to action — happens inside the exchange ecosystem.
Yet most projects still pour budgets into Twitter campaigns, shouting into an echo chamber, trying to educate users who don’t need it — while their real audience is sitting just a few clicks away, inside Binance itself.
3️⃣ Go Where Decisions Happen — Speak the Language They Actually Understand
The era when a good Twitter thread could drive user growth is gone.
Today’s winners are those who go where users make decisions, not just where they consume content.
That means moving from broadcasting everywhere to being precise and local.
On #BinanceSquare, the core battlefield for Chinese-speaking users, your strategy should do three things:
💡 Be Seen: Show up where users actually browse and make choices.
🧠Be Understood: Talk in real, relatable “money language,” not in whitepaper English.
⚡Be Actionable: Let users trade or interact instantly — no extra clicks, no off-platform friction.
That’s exactly what Chi Labs is all-in on.
We’re building for where the attention truly ends —
#BinanceSquare, the final stop of user intent.