LeEco is a multimedia, hardware, software and services company that began in China but has since expanded globally, including to the U.S. in late 2016. Originally called LeTV before a rebranding, it's hard to put a specific title on what LeEco does — it kind of does everything.

When it comes to hardware, LeEco makes phones, but that's just one part of the strategy. It's also the biggest manufacturer of smart TVs in China, and purchased U.S. TV maker Vizio in 2016 to bolster its international presence. LeEco also makes smart connected bicycles, a VR headset experience and is developing its LeSee Pro autonomous electric car in conjunction with Faraday Future and Aston Martin. Beyond hardware, the company not only runs a global content distribution network that it uses and also sells to other companies, but also runs its own TV and movie studio, and has content deals with dozens of major content creators to offer the latest content from a variety of genres to its customers.

LeEco's business centers around the idea of a comprehensive ecosystem, tied together by its EUI, or ecosystem user interface, software experience. You'll find various expressions of EUI on its phones, TVs and car, but the idea of EUI extends to how all of its hardware can talk together, down to the connected bicycle as well.

With a connected ecosystem that encompasses all of its products, LeEco sells its hardware based on the idea that you can watch its extensive content catalogue on all of your devices, while the hardware pieces all interact seamlessly without setup or extra interaction.