HomeBusinessLetv Of China Gets New Brand - LeEco & New Logo

Letv Of China Gets New Brand – LeEco & New Logo

Before its grand entry in India on 20th Janaury, Letv of China has changed its brand identity and has come out with new logo. Letv will be now knowns as LeEco.

LogoThe new logo announced by the company consists of the letters “L” and “E”, conveying the quintessence of the Le Eco 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 and green plus the all-inclusive color of grey represent the integration of technology, culture and the Internet within the Le Ecosystem, as stated by the company in its press statement.

During the press conference in China, LeEco also announced the name change of Letv.com to Le.com, the adoption of its new global top-level domain “le.com“. 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, adds the statement of the company.

The LeEco company has undergone three logo changes, each time disrupting the traditional industry while transforming itself. 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 such as Apple, Amazon and Netflix and is ready to make disruptive changes on the global scale.

In addition to the Le Ecosystem logo, LeEco also introduced the logos of its seven sub-ecosystems. 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, adds the statement of the company.

LeEco also launched the new 65-inch Super TV X65, which breaches the RMB 5,000 price threshold of mainstream 65-inch 4K smart TVs and leads the market into the RMB 4,999 era. The RMB 4,999 price of the Super TV X65 is below its BOM cost of RMB 5,428.67, with the difference of nearly RMB 430 per unit being subsidized by the Le Ecosystem. LeEco is thus leading a new era of negative profit for devices, which will have a huge impact on the 60+ inch Smart TV market.

In addition to a giant 65-inch 4K UHD panel, the Super TV X65 features 4K smart TV Mstar 6A928 SoC, quad-core 1.4GHz processor, a flagship quad-core Mali T760 GPU, 3GB RAM and 16GB flash, and supports 60fps H.265/HEVC 4K hardware decoding. The Super TV X65 which combines “ultimate technology, comprehensive ecosystem and disruptive price” is set to raise a new wave of large-screen TV popularization.

LeEco announced that the Super TV X65 will be officially available for purchase on Lemall.com for RMB 4,999 on January 19, in addition to a package offer including an additional wireless speaker (standard price: RMB 1,499) for RMB 5,999.

LeEco aims at six million units in Super TV sales in 2016, eyeing the top three or even No. 1 position in the smart TV industry in China.

Stay tuned for updates about India launch on 20th Janaury!


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