Leshi to enter 'New' era

Sun Hongbin, chairman of Leshi Internet Information & Technology Corp,Beijing and Liang Jun, legal representative of Leshi, will lead the company enter a new era.[Photo/VCG]

Shenzhen-listed Leshi Internet Information & Technology Corp,Beijing, the video-streaming unit of LeEco, will change its company name to New Leshi Information & Technology Corp,Beijing, the company announced Wednesday.

In a statement, New Leshi said it will continue to put users' experience at the center, inherit the business model of "platform + terminal + content + application", focus resources on areas of industrial advantage, combine user-generated content with an open strategy and create an internet-based home entertainment ecosystem, with smart TV at the core and internet financial services as a support.

The aim of the strategic adjustment is to make New Leshi a leader in cultural consumption evolution with home internet as a platform, according to the company's official website.

The stock code of the company will remain 300104, but the company's securities abbreviation will be changed to New Leshi after a final check and registration of the company's new name by the State Administration for Industry and Commerce.

The move indicates the company will enter the New Leshi era with Sun Hongbin as central to the leadership, according to Shanghai Securities News.

Sun Hongbin, chairman of Leshi Internet Information & Technology Corp,Beijing. [Photo/ce.cn]

Sun, founder and chairman of Chinese property developer Sunac China Holdings, was voted in as the chairman of Leshi Internet Information & Technology Corp in late July.

Liang Jun, leader of LeEco's smart TV business, became the legal representative of Leshi at the same time.

In early July, Jia Yueting, founder of LeEco, resigned all his positions at Leshi after having a majority of his shares in Leshi frozen by the Shanghai High People's Court due to unpaid debt, China Daily reported.

LeEco has been wrestling with a financial squeeze since last November. Jia admitted the company's expansion into smartphone, automobile, cloud and internet finance businesses had been too aggressive.

Sunac and other investors invested 16.8 billion yuan ($2.5 billion) in LeEco at the beginning of 2017.

Leshi's stocks have been suspended from trading since April at 15.33 yuan per share and a total market value of 61.16 billion yuan according to xueqiu.com, a financial news website.