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Yeah it's total matches played. I suppose it's a play on "experience" or what have you, see: any RPG game with a leveling system. Though I guess you could say Belts act as our levels, and Qi Restrictions act as our level reqs. Not sure where the idea came from. Most likely spitballing and trial and error.

You get one QI whether you win, lose or draw a fight. But the fight must finish (as in, the frames run out).

The origin of QI is probably this: http://en.wikipedia.org/wiki/Qi
The translation for QI is often 'life force'.

Also, I believe quick questions such as this one belong in 'Rapid Threads'.

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You can earn 2 qi per match. You need a qi booster to do so.