In 2025, the global cryptocurrency industry is entering a period of deep restructuring. The industry’s dividends have peaked, regulatory systems are taking shape, user demands are iterating, technological boundaries are expanding, and the industry is undergoing a critical transition from incremental competition to stock competition.

At this turning point in the cycle, Coinstore, a leading global cryptocurrency trading platform, has decided to initiate a comprehensive brand upgrade.

This is not a simple visual refresh, but a strategic re-encoding of its genetic makeup. In the new era of deep integration between CEX and Web3, the brand has long transcended its image carrier, becoming an anchor of user trust and the strategic core of the platform's growth over the next decade.

As traditional exchange models face a ceiling, as regulatory compliance becomes a matter of life and death, and as user value perception undergoes a fundamental shift, how will Coinstore redefine the essence of a trading platform? How will it carve out incremental space in a stock competition? How will it build a sustainable global growth engine?

In this issue, we have an in-depth dialogue with Coinstore CEO Johnson Zhao, discussing brand reshaping, strategic transformation, market landscape, and industry trends, exploring a timely topic of "platform value reassessment."

Q1: What is the core motivation behind Coinstore's brand upgrade? Why choose this timing?

Johnson: The industry is undergoing a profound value reconstruction. In the past few years, the competitive logic of the entire sector was "efficiency first"—competing on the richness of cryptocurrencies, matching speed, and transaction fees. But now we observe a fundamental shift: the weight of user decision-making has shifted from "functional needs" to "trust value."

This shift is driven by key factors: user awareness has matured. Early users pursued short-term arbitrage, but now more people view crypto assets as long-term allocations, naturally placing greater emphasis on the sustainability of the platform; project quality differentiation has intensified. The market is beginning to reward truly valuable projects, which requires platforms to have stronger ecological building capabilities.

In this context, a purely "tool-oriented" platform has hit a ceiling. Users need an "ecological" partner that not only provides trading services but also becomes their trust anchor in the Web3 world. Coinstore's choice to upgrade at this moment is to transform from a functional provider to a value creator.

Q2: What does Brand 2.0 specifically include? What core value does this upgrade aim to convey?

Johnson: This upgrade is a systematic reconstruction, and we have redefined Coinstore from three dimensions.

On the perception level, visual language upgrade. The new visual system adopts highly saturated flowing colors, which is not just a simple aesthetic choice but aims to visually convey Coinstore's new slogan "One Touch to Crypto," connecting traditional finance with the crypto world, connecting users from different regions, and connecting the present with the future.

On the experience level, product philosophy focus. Our vision is to create a globally trusted Web3 entry point, enabling one-click trading, exploration, and building. This is reflected not only in the extreme simplification of the trading experience but also extends to seamless connections across the entire service chain, including on-chain exploration and ecological building.

On the strategic level, value proposition reshaping. We have redefined the platform's mission: to make digital assets accessible with minimalist, secure, and borderless design, allowing one-click access. This signifies a fundamental shift in the platform's role: upgrading from a mere trading execution tool to a lifelong value partner in the user's Web3 journey. We aim to maximize each user's digital asset value realization through an exceptional product experience and borderless service coverage.

Q3: What mechanism designs has Coinstore implemented to support the transition from CEX to an ecological entry point?

Johnson: Transformation is not just a slogan but a systematic mechanism reconstruction. We have established a "Four New Strategy," where each "new" points to the core capability building of the ecological entry:

New brand, trust mechanism upgrade. This is not just a visual refresh but a redesign of the trust protocol. We have established a transparency reporting mechanism, a real-time audit system for user assets, and a 24/7 global customer service system, making "long-term companionship" not just a concept but a perceivable service standard.

New battlefield, deep cultivation of incremental markets. We are focusing on high-potential Web3 regions such as Southeast Asia, Latin America, and Africa, not merely for market expansion but for localized ecological building. By applying for local compliance licenses, supporting local currency trading pairs, and regional product functionalities, we aim to truly become the Web3 infrastructure in these markets.

New allies, innovative collaboration mechanisms. Based on the upgraded Launchpad, we have introduced an AI-assisted project evaluation mechanism, establishing a win-win model for project parties, users, and the platform. It is no longer just a project issuance channel but a full lifecycle partner from incubation and issuance to long-term operation.

New rules, governance system reconstruction. Strengthening compliance is not a passive response but an active construction of a sustainable development moat. We have launched institutional-level asset custody services and on-chain governance toolkits, making compliance an increment of user value rather than a cost burden.

Q4: What specific market actions and user outreach plans will Coinstore implement with this Brand 2.0 upgrade?

Johnson: We have planned a series of perceivable actions to let users truly experience the changes. First, we have partnered with leading collaborators such as OMDB, CINO, Axioma, Accumulate, Edubuk, Chiko, Barin Mineral Token, and StrikeBit to jointly hold an online celebration for the brand upgrade. Through metaverse communities, live interactions, and community AMAs, we aim to let global users experience our new brand image and product upgrades firsthand.

At the same time, we are also preparing offline events. At the CoinFest conference in August, Coinstore will debut with a new brand image, which will be an important stage for us to showcase the results of Brand 2.0 to the industry and users. We hope to combine online and offline efforts to let more people feel the substance of Coinstore's brand upgrade.

This is an ongoing process. In the future, we will have more market actions.

Q5: In the context of the current structural reassessment of the cryptocurrency industry, how do you judge the market trends for the next 3-5 years?

Johnson: We are at a critical juncture where the cryptocurrency industry is transitioning from "barbaric growth" to "mature development." Based on deep observations of the global market, we predict that three major structural changes will occur in the next 3-5 years:

Regulatory normalization, from gray areas to transparent tracks. More countries will introduce clear policy frameworks for crypto assets, which is not a constraint on the industry but a necessary path for growth. The clarification of regulations will bring two effects: first, it will significantly raise the entry barriers for platforms, eliminating non-compliant participants; second, it will create a huge first-mover advantage and trust premium for compliant platforms. We anticipate that the number of platforms that can survive in the future will significantly decrease, but those that remain will be "infrastructure" with institutional-level service capabilities.

User structure transformation, from geek communities to mass markets. The real turning point will be the large-scale influx of non-crypto native users. These users will not learn complex technical concepts to use Web3; they need a simple, safe, and predictable experience, just like using traditional financial products. This requires platforms to complete a philosophical shift from "function-oriented" to "experience-oriented" product design, making complex underlying technologies completely transparent.

Value capture upgrade. As on-chain identities, reputation mechanisms, and governance tokens mature, the role of Web3 platforms will upgrade from simple "transaction matchmakers" to "governance nodes of value networks." Future profit models will not only come from transaction fees but also from diversified revenues such as ecological governance, data services, and infrastructure operations.

Q6: The current market is still in a relatively sluggish period. Do you think the industry is entering a "long cycle" phase?

Johnson: We are transitioning from the "first round of the Web3 industrial cycle" to the "second round of the industrial cycle."

The first round was driven by liquidity and narratives: from DeFi to NFT, from GameFi to Memecoin. Its essence was the rapid dissemination of financial assets and price discovery, but structurally it was characterized by low trust and low delivery.

Now, we are entering a long cycle driven by value return: regulation is beginning to intervene, projects are required to disclose substantial progress, and users are no longer making decisions solely based on FOMO. This reflects the industry's gradual move towards engineering, standardization, and institutionalization.

The industry is shifting from explosive growth to sustainable evolution, an era for long-termists. If platforms do not possess institutional resilience, compliance structures, and user co-building capabilities, it will be difficult to survive until the next wave of growth.

Q7: What responsibilities should platforms assume in the next cycle? What role does Coinstore hope to play?

Johnson: I believe that at this critical stage of Web3 maturing, platforms should not just be "witnesses to price fluctuations" but must become "builders of value ecosystems." This is not only a moral obligation for the industry but also a commercial necessity for the sustainable development of the platform. We hope to take on long-term responsibilities on three levels:

User level: Build an open, transparent, and verifiable asset and project information system, allowing every user to make rational decisions based on sufficient information. We want to be a trusted intermediary between users and the complex Web3 world, rather than an amplifier of risks.

Industry level: Actively promote compliance practices and take the lead in establishing industry best practice standards. Through education and knowledge sharing, we aim to help the entire Web3 industry return to the right track of technological innovation and long-term value creation, rather than short-term speculative bubble games.

Ecological level: Collaborate deeply with developers, project parties, and user communities to co-build a vibrant and sustainable digital asset network. We want to shift from being "traffic distributors" to "value incubators," helping truly valuable projects gain long-term development momentum.

Coinstore needs to connect not only assets and users but also the present and the future, technology and value, individuals and ecosystems. We believe that only by taking on such responsibilities can the platform gain a true competitive advantage in the next cycle.

The ultimate competitiveness of CEX lies not in marginal optimization of trading efficiency but in the long-term accumulation of trust value; the future space of the platform lies not in the competition for traffic dividends but in the co-creation of ecological value. Coinstore is attempting to become the trusted "first touchpoint" in the Web3 world: allowing everyone who yearns for a digital future to find their own door here.

Q8: Coinstore is considered a representative of "low-key stability" among global cryptocurrency exchanges, quietly focusing on overseas markets. How do you view this development approach?

Johnson: We prefer to refer to ourselves as the "Transsion" or "Kunlun Wanwei" of Web3. Transsion and Kunlun Wanwei represent a Chinese overseas strategy that emphasizes deep cultivation in foreign markets, product adaptation, and local understanding. They do not rely on public opinion volume but instead build strong ecological barriers in seemingly marginal markets through solid operations and precise user insights. This aligns perfectly with Coinstore's approach.

Coinstore's strategy has always been clear: to be user-centric, rooted in the fastest-growing markets such as Southeast Asia, the Middle East, and Africa, and to gradually build a robust trading infrastructure through product localization, compliance prioritization, and long-termism.

We firmly believe that a truly valuable brand should not be defined by noise but validated by time and users. Since its inception, Coinstore has made "global deep cultivation" its core strategic direction, rather than merely pursuing market trends or short-term exposure.

We focus more on systematic construction: compliance systems, product experience, local operations, and ecological linkage. These efforts may seem slow, heavy, and complex, but they constitute the "moat" of the exchange, determining whether it can navigate through cycles. In the context of ongoing global regulatory evolution and the continuous maturation of user awareness, only trading platforms that genuinely start from the user and measure success by the long term can go further.

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