A novel Gram-stain-negative, rod-shaped, gliding, halotolerant, aerobic, light-pink-pigmented bacterium, strain JL3085(T), was isolated from surface water of the South China Sea (16 degrees 49' 4 '' N 112 degrees 20' 24 '' E; temperature: 28.3 degrees C, salinity: 34.5%). The major respiratory quinone was menaquinone 7 (MK-7). The polar lipids of strain JL3085(T) comprised phosphatidylethanolamine, four unidentified phospholipids and three unidentified lipids. The major fatty acids were iso-C-15 : 0 summed feature 3 (comprising iso-C-15 : 0 2-OH and/or C-16 : 1 omega 7c), iso-C-17 : 0 3-OH, iso-C-17 : 1 omega 9c, C-17 : 1 omega 6c, anteiso-C-15 : 0 and C-16 : 1 omega 5c. The DNA G+C content of strain JL3085(T) was 43.8 mol%. 16S rRNA gene sequence analysis indicated that strain JL3085(T) was affiliated with the genus Echinicola, a member of the phylum Bacteroidetes, and was related most closely to Echinicola vietnamensis KMM 6221(T) (96.8% similarity). DNA-DNA relatedness between strain JL3085(T) and E. vietnamensis KMM 6221(T) was 27.5 %. Based on the evidence presented here, strain JL3085(T) is regarded as representing a novel species of the genus Echinicola, for which the name Echinicola rosea sp. nov. is proposed. The type strain is JL3085(T) (=NBRC 111782(T) =CGMCC 1.15407(T)).