LeEco’s O2O expansion strategy spins their offline store into independent business

Photo from LePar official website.

LePar, Chinese tech giant LeEco’s offline store, just announced its independence. As part of LeEco’s online to offline strategy, the company will let LePar and its its online sales platform LeMall operate as an independent company in 2016.

It’s been reported that LeEco has appointed Zhang Zhiwei, LePar’s vice president of sales, as the new president of the company in charge of business development and company-strategy. An internal LeEco letter said he will report to LeEco’s CEO Jia Yueting, Tencent Tech reported on Thursday.

Zhang said the company will open another 7000 stores to cover 95% of the Chinese cities above the county level. By the end of 2015, LePar had opened 3800 stores covering major Chinese cities.

LePar was launched in 2015 mainly to serve as a conduit for sales and after-sales service of LeEco’s Super TVs. LePar sold over 750,000 Super TVs in 2015, accounting for 25% of total Super-TV sales. Gradually, LePar’s business expanded into the sale of LeEco smartphones, smart devices and other products related to LeEco’s key business segments.

LeEco will also launch large flagship centers in first-tier Chinese cities from 2016 to 2018 to provide marketing and offline services for users.

(Top photo from shafa.com)

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