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LeTV Rebrands To LeEco

Hong Kong - LeEco (formerly Letv) premiered its new brand and logo during the "Global Brand Upgrade" press conference under the theme of "A New Eco World". The company unveiled its new brand logo for the Le Ecosystem and its seven sub-ecosystems.

The new logo consists of the letters “L” and “E”, conveying the quintessence of the LeEco world with its simple and elegant design. The four strokes which comprise "LE" each represent one of the four tiers of the Le Ecosystem – Platform, Content, Device and Application. The dot formed by the overlapping of two strokes symbolizes the pivot of the entire ecosystem: EUI and Le Fans. The connection and interaction between the letters "L" and "E" expresses the LeEco spirit of constant disruption, breaking boundaries and eco synergy. The three colors of blue, red, green and grey represent the integration of technology, culture and the Internet within the Le Ecosystem.

The current upgrade of the Le Ecosystem brand means that LeEco is looking beyond the Chinese domestic market to compete with global Fortune 500 giants and is ready to make disruptive changes on the global scale.

The word "TV" has been eliminated from all sub-ecosystem logos, showing that LeEco has fully grown from a video website in 2004 into a full-featured "eco world" integrating Platform, Content, Device and Application.

LeEco also announced the name change of to, the adoption of its new global top-level domain "". Besides, it announced the global strategies of Le Vision Pictures and Le Cloud in 2016, opening a new chapter in Le Ecosystem's development as it fully gears up for global expansion.

"Letv is where we started, but LeEco is our future," said Ablikim Ablimit, Le Holdings' Vice President of Strategy, "We will create a more beautiful eco world with new value for our users. And our brand-new logo will bring users into this exciting world."

After the full implementation of LeEco's seven sub-ecosystems in 2015, LeEco's strategic focus in 2016 will be on globalization, global open ecosystem, and achieving perfect synergy among the sub-ecosystems, according to Le Holdings' Vice President of Strategy Ablikim Ablimit.

LeEco's strategic goal of globalization is to not only make its products available in major global markets but also bring its entire ecosystem to major regions and countries of the world, and provide the ultimate experience and superior value to users in those countries and regions. LeEco's strategic priorities in this regard are countries and regions with huge potential for breakthrough innovation or with high-speed growth such as the U.S. and India. Meanwhile, it will also keep on expanding in Southeast Asia markets including Hong Kong.

Source: LeEco