
I'm not sure if the OP eventually found an academic writing website to buy.
I am not comfortable buying an already existing business whose problems may be deeper than I was told during the negotiation process. Buying an academic writing business is not as easy as it might sound to most.
The business tends to carry a lot of excess baggage specially in terms of back pay to the writing staff. The back end people may get regular salaries but the writers, they are the ones normally calling for a mutiny which often leads to the business being sold. If the original owners could not meet the financial obligations of the company, it would not be a good idea to stick the new owner with the problem.
While the business may be lucrative in China, their business rules being more lenient when it comes to this sort of work, that still doesn't erase the fact that the company will have to deal with plagiarism and authorship rules when it comes to their overseas enrolled students.
So, if the company bought has a bad reputation, even changing the company name will not help the Chinese owners. The new company will suffer by association with the old company.
That is why I believe it would be better to set up your own website and hire a fresh set of writers. A clean slate and a clean name goes a long way in this business.