Jingrui Optoelectronics: Do a good job in the packaging industry

[Text|High-tech LED reporter Yue Mengdi] Nongfu Spring's slogan "We don't produce water, we are just nature's porters", so many people remember deeply. Shenzhen Jingrui Optoelectronics Co., Ltd. (hereinafter referred to as "Jingrui Optoelectronics") is strikingly similar to Nongfu Spring's slogan: it is a porter in the industry.

Jingrui Optoelectronics has entered the LED packaging industry since the end of 2013, mainly engaged in the production and sales of SMD-based LED packaging. As a young packaging company, the company's general manager Shen Wei clearly told the "High-tech LED" reporter, at present, Jing Rui is the industry's porters.

SMD has a long-standing package form, and various packaging forms such as COB, EMC, and flip-chip are emerging. Jingrui Optoelectronics chose to adhere to the "land" of SMD. In Shen Wei's words, it is: "The bottom line insists." In his view, the development of any industry, like human growth, will pass through lactation, juvenile, rebellious and maturity. The same is true for LEDs. From 2011 to the present, LED packaging is also in a “rebellious period”. “As long as you have survived this period and mature, the days may not be too difficult.” Shen Wei said.

Some of the companies that initially entered the LED packaging industry have grown into listed companies, and some have been quiet. Entering the market in a period when the market structure has basically been determined requires strength and courage. Jingrui Optoelectronics does not talk about innovation, does not talk about wealth, and more with a peace of mind, the requirements for profit are moderately reduced. In the absence of loss, first establish a firm foothold, and then gradually penetrate point by point.

"This year we plan to expand the production line to 60, still based on SMD." Shen Wei said, "It will also expand to mainstream packaging such as COB. The COB production line is mainly for flipping." Although Jingrui Optoelectronics will not invest heavily in flip-chip products for the time being, it does not hinder Shen Wei from determining that flip-chip is the general trend. At the same time, he also said that before the market matures, Jingrui Optoelectronics will not get involved. "As a small business, we cannot afford to risk."

As far as LED packaging companies are concerned, large enterprises can stand up in the market with large scale and sufficient funds. SMEs can only intensively work in market segments. For example, Lingtao Optoelectronics Co., Ltd. is committed to the production and sales of backlights, and has developed steadily in the field of segmentation. The same is true for Jingrui Optoelectronics. Shen Wei said that the company should find a balance between the big factory and the small factory.

"At the moment, we are just setting a foothold and we don't have our own site." Shen Wei said, "When we develop to a certain scale and stage, we will also delve into and infiltrate one point at a time to enhance our own existence."

"You started from the podium, and you can see the clouds. I am at the counter, leaning over and ploughing, focusing on service." When Ali and Jingdong drooled, the Internet had flowed out of Jingdong PR to refute Ma Yun’s article, including two sentences. Shen Wei believes that the latter sentence is very suitable for the current situation of Jingrui Optoelectronics. He said: "Putting over and ploughing, doing the porters in the industry is what we are going to do now."

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