Chinese Internet video company Letv.com formally launched its new domain for its online store: Lemall.com.

Letv's new e-commerce platform reportedly integrates various company resources such as its backend platform, video content, and applications. In addition, the company said they will launch an e-commerce 3.0 platform and focus on an "ecological e-commerce" concept.

Prior to this, Letv's Internet store only sold smart hardware such as a super TV. However, with the launch of this new platform, the company will transform itself into an ecological e-commerce provider. In the future, its e-commerce platform will not only provide smart terminals, but also will include ecological products and services.

According to Feng Xing, vice president of Letv, the ecological Internet store is an important component of the company's future growth strategy.