Core Insights - The article highlights the transformative leadership of He Yi, co-founder of Binance, in the rapidly evolving global cryptocurrency landscape in 2024 [1] - It emphasizes the rise of female entrepreneurs in emerging markets, as exemplified by He Yi's journey from a rural background to leading a major cryptocurrency exchange [1] Background - He Yi was born in 1985 in rural Sichuan, China, and faced significant hardships, including the loss of her father at a young age [3] - Her early experiences taught her the importance of being results-oriented and creating value to change her circumstances [3] - She worked as a television host in the early 2000s, which helped her develop communication skills and market sensitivity [3] Turning Point - In 2014, He Yi recognized the disruptive potential of blockchain technology and personally invested in Bitcoin, while also recruiting Zhao Changpeng (CZ) to join OKCoin [4] - She played a crucial role in building the early team at Binance, identifying market opportunities and expanding user numbers significantly [4] - During her tenure at OKCoin, she introduced community engagement strategies that became foundational for Binance's growth [4] Binance's Establishment and Growth - Binance was co-founded by He Yi and Zhao Changpeng in July 2017, coinciding with the peak of the ICO boom [5] - Within 180 days, Binance became the largest cryptocurrency exchange by trading volume, a record in fintech history [5] User-Centric Strategy - He Yi implemented a "user-first" strategy, personally engaging with customers and rapidly expanding language support to cater to global markets [7] - During regulatory tightening from 2018 to 2020, she led Binance's globalization efforts, resulting in over 90% of users being non-Chinese by the end of 2020 [7] Crisis Management - In November 2023, Binance faced a $4.3 billion fine due to regulatory issues, marking the largest settlement in the cryptocurrency industry [8] - He Yi demonstrated exceptional crisis management by ensuring operational stability and user trust during this challenging period [8] - She opted for a decentralized management structure post-CZ, focusing on user experience and strategic planning while delegating daily operations [8] Business Philosophy - He Yi's business philosophy centers on maximizing user value, requiring employees to experience customer service firsthand [8] - She personally intervened in user issues, showcasing her commitment to customer satisfaction [8][11] Organizational Structure - Binance operates with a flat organizational structure, allowing rapid decision-making and direct communication across all levels [11] - The company has embraced a fully remote work environment, enhancing operational efficiency and resilience [11] Future Outlook - Under He Yi's leadership, Binance is evolving into a provider of Web3 infrastructure, with a focus on financial services in developing countries [12] - The company processes over 100TB of transaction data daily, relying on data-driven decision-making [12] - He Yi's long-term investment in Binance Coin (BNB) reflects her commitment to the company's future [12] Diversity and Inclusion - Binance has achieved a female employee representation of 43%, with over 35% in management, setting a benchmark in the tech industry [14] - He Yi's personal engagement with users exemplifies her dedication to understanding and addressing customer needs [14] Industry Context - The cryptocurrency sector is undergoing significant transformation, with major financial institutions beginning to embrace digital assets [15] - He Yi is positioned as a foundational figure in the new digital finance ecosystem, moving beyond traditional financial paradigms [15]