The initial price of LETV's trademark was 136000, and the deal was finally completed with 130 million yuan.

The auction price of LETV (Beijing) Co., Ltd. (Beijing) was cancelled on the morning of April 6, with the auction price of 13.5 million yuan for LETV (Beijing) Technology Co., Ltd., which started on April 6. At 12:40 p.m. on June 30, Tianjin Jiarui Huixin Enterprise Management Co., Ltd. (Tianjin Jiarui) bought it for 131 million yuan through public bidding. More than 100000 people watched the auction, 105 people signed up and the auction was delayed 150 times.

It is understood that more than 1000 trademarks in this auction include "LETV", "Le", "lelife", "LETV TV", "LETV financial news" and other well-known trademarks.

The auction was initiated by the third intermediate people's Court of Beijing. The initial auction price of 1354 trademarks held by LETV (five of which have been cancelled) was 136416.7 yuan. Based on this price, the average price of each trademark is about 101 yuan.

According to the relevant evaluation report provided by the court, the evaluation price of these trademarks is 194881 yuan.

According to Tianyan data, Tianjin Jiarui Huixin Enterprise Management Co., Ltd., the bidder, was established in 2017 with a registered capital of RMB 10 million. Zhixin cloud enterprise management (Tianjin) Co., Ltd. is the largest shareholder of Tianjin Jiarui.

In April 2017, rongchuang China invested 15 billion capital into Lerong Zhixin (formerly known as: Xinle smart home) and LETV film, and invested in Tianjin Jiarui Huixin Enterprise Management Co., Ltd.

On September 22, 2018, the auction results of several LETV industry shares were released, and the final transaction price was about 773 million yuan. According to the confirmation letter of online judicial auction, the buyers of the three auction projects are Tianjin Jiarui Huixin Enterprise Management Co., Ltd. Previously, Tianjin Jiarui Huixin Enterprise Management Co., Ltd. holds 21% of LETV's shares and 30.72% of Lerong Zhixin's shares, both of which are the second largest shareholders. After the auction, Tianjin Jiarui Huixin Enterprise Management Co., Ltd. will become the largest shareholder of LETV Zhixin and LETV pictures.

As an important carrier of enterprise brand image, after a long time of operation and the accumulation of goodwill, trademark contains high commercial value. It plays an irreplaceable role in the increasingly fierce market competition. It is a part of the important intangible assets of an enterprise, especially the famous trademarks such as "fastcast" and "LETV", which have a huge commercial price Value cannot be ignored.

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