After parting ways with Jia Yueting and entering the era under Sun Hongbin, LeEco has undergone significant restructuring across its ecosystem. Many of its ventures have been abandoned, and the company has moved away from its previous focus on "easy and cool" branding. Its core businesses have also been rebranded to reflect a more focused and mature strategy.
On January 18th, LeEco Financial announced it would be rebranded as LeFei Finance, unveiling a new logo as part of this transformation. The change aims to better align with the company's evolving business model and enhance brand recognition.
The company stated in a public statement that after thorough research and consultation with stakeholders, it was deemed necessary to rebrand in order to better reflect its competitive advantages and strengthen its market presence. This move is seen as a step toward rebuilding trust and credibility following a challenging period.
LeEco Finance has faced several challenges over the past six months, but it has managed to maintain smooth operations in terms of product listings, transaction processing, and withdrawal procedures. The company continues to honor its commitment to users, ensuring stable returns for investors.
Prior to this, LeEco had already begun a series of rebranding efforts. The company itself was renamed "New LeEco," while LeEco Sensei became "New LeEco Sensei." LeEco Cloud rebranded as "New LeEco Cloudlink," and LeEco Films planned to become "New LeEco Entertainment." LeEco (Loyalty Finance) also underwent a name change. Among all these, only one unit no longer carried the "music" label in its name.
The official reasons behind these changes were not disclosed publicly. However, some financial experts who previously worked at LeEco have joined LeFei Finance, taking on key roles such as Chief Financial Officer. Additionally, LeEco, which had been suspended from trading for nine months, is reportedly preparing to resume operations.
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