A new player is launching in the U.S. in a big way.

Though it's a huge company, LeEco is a relatively unknown quantity in North America. Taking to a launch event in San Francisco, it aimed to change that with the announcement of its LeMall e-commerce store and several products in the U.S. today. To kick things off, we're getting access to the latest flagship and mid-range offerings from LeEco: the Le Pro3 and Le S3.

LeEco Le Pro 3

The Le Pro3 is its latest high-end phone at a mid-range price of just $399. It's a 5.5-inch (1080p) all-metal phone powered by a Snapdragon 821 processor, 4GB of RAM, 64GB of storage and a rather huge 4,070 mAh battery. The Le S3 looks near-identical, but runs a Snapdragon 652 processor, 3GB of RAM and 32GB of storage with a 3,000 mAh battery instead, for a very reasonable $249.

The big selling point on these phones comes down to getting high-end hardware for a lower price, along with the full ecosystem play from LeEco's EUI software and how it ties into its cloud services.

LeEco uMax85 TV

Part of that ecosystem play is LeEco's range of high-end smart TVs, which follow the same model of giving you the most for your money. The Super4 X range starts at 43" for $649 and goes up to the top-of-the-line uMax85 85" screen for $4999. They feature a consistent EUI software experience, though the underlying system is still Android TV. They have higher-end hardware more in line with the latest Android TV set top boxes than a traditional TV, with quad-core processors, 4GB of RAM and 64GB of storage. They of course have the latest display specs as well, and include Harman-Kardon sound.

Another huge Chinese brand is pushing its way into North America.

The LeMall store, which LeEco uses to sell directly to consumers, is now available in the U.S. at lemall.com and will officially launch the products for sale on November 2. Similar to the strategy of other companies like Xiaomi, LeEco follows the "flash sale" model of opening up sales at a specific time for registered users to come buy a limited stock of devices. The first LeEco LeMall flash sale will kick off at 10 a.m. on November 2, but is already up and running today for customers to register for the sale.

To sweeten the deal and play into the flash sale idea, LeMall is launching its LeRewards system in the U.S. as well, which gives you instant rebate discounts for buying devices early. For example if you register and buy the Le Pro3 in the first flash sale, you'll instantly save $100 off the purchase price.

We have plenty more coverage of LeEco and its first U.S. products coming soon, so stay tuned!

More: Here's what you need to know about LeEco, the Chinese brand that just acquired Vizio