Key Points

Lack of Localization Expertise

John Liu lacks proficiency in localization and international communications. His leadership is not
aligned with Bitget’s goals in the Western markets.

“Chinglish” Issue

Publishing "Chinglish" hinders trust with Western users. To stand out from competitors, prioritizing
high-quality English communication is imperative. Unable to solve this crucial issue, John nervously
avoids it.

Truthfulness and Transparency

John's admission to occasional untruthfulness is a serious concern for our organization. Trust and
transparency are non-negotiable factors in our industry.

Fabricated Numbers

Focusing on surface-level metrics is misguided; authenticity and local audience connections are keys
to success.

Western Market Strategy

John's approach to the global localization workflow resembles a strategy for the Chinese market.
Effective targeting the Western markets requires a different approach and specialized Western
professionals.

Professional Recognition

Involving native English professionals is crucial for maintaining quality and effectiveness.

Optimize Your Investments

With over 20 years of localization experience, I can help optimize Bitget’s budget and resources to
prioritize quality over quantity.
Dear Mr. Shawn,

Despite your great efforts and investments in global expansion, Bitget’s main markets are still in Asia.

Bitget is among the top 6 Futures crypto exchanges and top 20 Spot crypto exchanges, but is not a
trusted brand in the West yet. In the West, more recognized crypto exchanges include Binance,
Coinbase, Kraken, Crypto.com, OKX, PrimeXBT, Bitfinex, Bitstamp.

Ensuring good English communications is a very feasible maneuver to stand out from Bybit, KuCoin,
Huobi, Gate.io, Phemex, MEXC and other Chinese exchanges in the Western markets.

Nevertheless, John Liu reinforced the use of “Chinglish”. Nervous for being unable to solve this
crucial issue, John relegated native English professionals to a secondary role, barred communication
with other departments to improve English quality, and discouraged the use of the term "Chinglish", in
a clear attempt to avoid facing it.

It's essential to understand that “Chinglish” is a significant blind spot, and John's management has
undone the advancements we made throughout 2022.

Please allow me to introduce myself.

I've had the privilege of being part of Bitget since early 2022, working as one of the first translators
under the Region Team, closely associated with Youyou. My initial involvement with Bitget dates back
to September 2021, when I translated Bitget materials through the translation agency SuccessGlo.

During the first half of 2022, Diana from the Operations Team effectively managed translations.
However, when the Localization Department was established in mid-2022, I felt left out of the
decision-making process, despite my early contributions, my understanding of Bitget's workflow and
my extensive localization experience.

This disconnection was later addressed through communication with Alex Zhu, who led the
Localization Department within the Product Department. We made advancements, such as
implementing the translation system that I suggested. Regrettably, this system has not been fully
implemented yet, leading to issues with quality and workflow inefficiencies that still persist.

At the start of 2023, the structure of the Localization Department was unclear. To address this,
I initiated a meeting with Youyou and other Language Managers. Youyou appointed John to lead the
Localization Department with the expectation that he would be open to our demands. Unfortunately,
this expectation was not met.

Alex recognized the value of native English professionals, but John does not share the same
appreciation. While all language teams employ native translators for quality assurance in local
markets, English materials, which serve as the basis for global content, are managed by non-native
professionals.

In 2022, I brought in several language professionals with extensive crypto experience to help build the
Localization Department. To my surprise, John accused me of sending too many referrals, despite
benefiting from the workforce I provided.
John is clearly dishonest.
John has even admitted to me that he doesn’t always tell the truth. As he doesn’t hesitate to lie to his
subordinates, he doesn’t hesitate to lie to you.

John prioritizes word count numbers rather than focusing on effective communication in local target
markets. He uses these numbers to present a favorable image to you and the C-level management,
but they mean nothing without effective connection with local audiences. Communications need to
resonate with potential Western users.

John’s a salesman. He knows nothing about localization and international communications. He brings
no real advantage to Bitget, but knows how to sell himself. In reality, he is counterproductive.

Publishing “Chinglish” presents Bitget as a crypto scam. To build credibility in the Western markets,
it is paramount to present quality English. Cheap advertising and rebranding won’t achieve consistent
results without fundamental restructuring.

Targeting the Western markets is completely different than targeting the Chinese market. You don’t
localize for the Chinese market. You need to shift your focus to improve your results in the Western
markets. Put your solid localization workforce to good use.

Squandering resources is the company’s losses. Optimize your investments.

You wouldn’t trust someone without computer programming knowledge to be Head of Software
Development. You wouldn’t trust someone without proficiency in Figma to be Head of Design. You
wouldn’t trust someone without marketing experience to be Head of Marketing. Then how could you
trust someone without localization experience to be Head of Localization?

Bitget can do much better in the West.

The local Marketing and Content teams are doing an excellent job. Localization Editors can better
support these teams by assessing region-specific needs and selecting content suitable for
publication.

While AI can expedite content creation and translation, it requires proficient management to
safeguard our brand. I have over 10 years of Machine Translation experience.

Rather than relying on meaningless promotions and noise, I focus on delivering valuable features that
genuinely set Bitget apart in Western markets. This aligns with our long-term goal of creating a brand
that is well-regarded and trusted by users.

To positively influence the brand's image in the eyes of our users, restructuring our internal workflow
is imperative. Moreover, it's crucial to acknowledge that Bitget's professionals require time for
personal well-being and development. Cultivating a healthy workplace culture is another avenue to
fortify the brand's standing.