After bidding farewell to Jia Yueting and entering the era led by Sun Hongbin, LeTV has undergone significant transformations in its ecosystem, shedding many of its non-core businesses. It has moved away from the "easy and cool" image it once had, and even its core businesses have been rebranded. On January 18th, LeTV Financial announced a major change — it will be renamed as LeFei Finance and launch a new brand logo.
In a statement, LeTV Financial explained that after careful consideration and discussions with various stakeholders, the company decided that a name change was necessary to better reflect its business strengths and enhance brand value. This move is seen as part of a broader strategy to rebuild trust and focus on sustainable growth.
Despite facing challenges over the past six months, LeFei Finance (formerly LeTV Financial) has managed to maintain smooth operations. Its online products, transaction processes, and withdrawal systems are all functioning well, and the company continues to honor its 100% commitment to users, ensuring stable returns for investors.
Earlier this year, LeTV also announced a series of rebranding efforts across its different divisions. The new LeTV, LeTV Sensei, LeTV Cloudlink, and LeTV Entertainment were all introduced, while LeTV (Loyalty Finance) also underwent a name change. Among all these, the only one that no longer carried the "Le" prefix was the music-related division.
The official reasons behind these changes were not explicitly stated. However, some financial experts suggest that the rebranding is part of a larger effort to streamline operations and focus on key areas. Additionally, former LeTV Finance staff have joined LeFei Finance, taking on important roles such as Chief Financial Officer.
Notably, LeTV, which had been suspended for nearly nine months, is reportedly close to resuming trading. This development signals a potential turning point for the company as it seeks to regain market confidence and rebuild its reputation.
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