Thirty Years Dedicated to One Thing, Craftsmanship Forges a Brand—— Interview with Zhu Ligui, General Manager of Luguang Electronics

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2025-06-18 14:46:07 1084

A Corner of the Southbound Geese

Entering the office of Zhu Ligui, General Manager of Luguang Electronics (luguang.cn), a landscape painting titled "A Corner of the Southbound Geese" is particularly eye-catching. Mr. Zhu Ligui explained that this was a commemorative gift from Wang Weixing, the founding*of the Shandong Chamber of Commerce, on the occasion of the 100th anniversary of the founding of the Communist Party of China and the 20th anniversary of Luguang Electronics' establishment. The painting carries the profound meaning of "Wild Geese Flying South, Longing for Homeland."

Wang Weixing, Founding*of the Shandong Chamber of Commerce, painting in GM Zhu's office

Zhu Ligui's work schedule is usually very hectic. It was only on the morning after the Dragon Boat Festival that he found time to sit down and recount his entrepreneurial story. A native of Yimeng, Shandong, he was assigned to work at the Linyi Semiconductor Factory after graduating from college in 1995 and has accumulated 30 years of experience in the semiconductor industry. From R&D, production, manufacturing to sales, he worked at the Linyi Semiconductor Factory for eight years. In 2002, he ventured south to Shenzhen to start his own semiconductor company – Luguang Electronic Technology.

Recalling his early days in Shenzhen, being unfamiliar with the place and lacking connections presented some challenges. But speaking of those initial startup times, his eyes sparkle with passion for semiconductors. He said, "Back then, I found semiconductors particularly fascinating, like solving math problems, creating new products through the arrangement and combination of materials."

Zhu Ligui, General Manager of Shenzhen Luguang Electronic Technology Co., Ltd.

After establishing the company and creating the brand, Zhu Ligui's greatest wish was to have his own semiconductor production and packaging base. Even though the company primarily focused on agency business in its early stages, he steadfastly held onto this vision.

This persistence bore fruit in 2009. "At that time, my high school teacher came to Shenzhen to visit and asked about my company's development plan. I said I wanted to build a production base. Unexpectedly, he helped secure the land after returning," Zhu Ligui recounted. By the end of 2009, Luguang Electronics had purchased land in Shandong and planned the construction of a semiconductor production and packaging factory. It officially began production in 2010, completing the transformation from an agent to an original manufacturer.

Main entrance of Luguang Electronics' Shandong factory

Shenzhen Shandong Chamber of Commerce visiting Luguang Electronics' Shandong factory

Internal corridor at Luguang Electronics company

Once the factory building was complete, the selection and configuration of hardware equipment became Zhu Ligui's primary challenge. At that time, overseas clients had extremely high demands for semiconductor packaging, especially for miniaturized, high-performance devices. To meet these demands, Luguang Electronics introduced China's first fully automated SOD-123FL and SMA production lines in 2013, filling a gap in the domestic semiconductor packaging field. He said, "Other domestic manufacturers had similar equipment back then, but it wasn't mature yet." The introduction of these two production lines helped Luguang Electronics secure orders for Samsung phone chargers in Korea and attracted many peers to visit and learn, contributing to the advancement of domestic semiconductor automation technology.

Production workshop environment at Luguang Electronics

As early as 2004, Luguang Electronics entered the European market through the Electronica Munich trade fair in Germany. Subsequently, its business expanded to over 100 countries and regions, including Southeast Asia, Korea, and North America. Zhu Ligui believes that internationalization is not just about expanding sales channels but also a continuous process of learning and improvement. Through long-term cooperation with international clients, the company has consistently absorbed advanced technology and management experience. It has now established stable cooperation with Apple supply chain companies and become a partner to international giants like Cisco and Philips.

Luguang Electronics' Main Partners

With the company's development, Luguang Electronics (luguang.cn) has gradually focused on the R&D of mid-to-high-end products. In 2023, it prioritized the layout of power devices like FRED, SiC, MOS, and IGBT. The following year, it successfully expanded into the automotive-grade market – establishing a dedicated SMC-clip production line and obtaining dual certifications for IATF-16949 and AEC-Q101. Currently, its products cover areas such as semiconductor discrete devices and automotive-grade products, widely used in communications, industrial control, home appliances, automotive electronics, and aerospace industries. "From things flying in the sky to those running on the ground, wherever there's electricity, our products can be used," Zhu Ligui said with a smile.

Production workshop environment at Luguang Electronics

As an entrepreneur hailing from the old revolutionary base area of Yimeng, Zhu Ligui carries a sense of mission to inherit the "red gene." He has established red culture as the spiritual coordinate for Luguang Electronics' development, crystallizing it into a twelve-character management philosophy: "Strengthen Foundations with Red Spirit, Empower Technology, Boost Growth with Culture." Before the interview, he specifically led the two reporters on a tour of the company environment, explaining the depictions of the Yimeng Spirit displayed on the walls. He said, "This is both a reminder to myself to stay true to the original aspiration and a hope to transmit this spiritual strength to the team, driving everyone to develop, strive, and work hard to create a better life."

The "Yimeng Spirit" displayed on the wall at Luguang Electronics

Simultaneously, as the Founding Vice*of the Shenzhen Shandong Chamber of Commerce, Director of its Electronics Committee, and*of the Shenzhen Yimeng Cultural Development Association, Zhu Ligui actively leverages the Chamber's role as a bridge to promote industrial alignment and cooperation between the Guangdong-Hong Kong-Macao Greater Bay Area and Shandong. On one hand, he provides support to fellow Shandong natives starting businesses in Shenzhen and, together with Shandong entrepreneurs in Shenzhen, has organized events like the "Thousand-Person Electronics Annual Conference" for eleven consecutive years, building a platform for industry exchange and mutual assistance. On the other hand, he actively participates in public welfare activities, giving back to society by sponsoring impoverished students and contributing to earthquake relief efforts, fulfilling the social responsibility of an entrepreneur.

Zhu Ligui receiving the honor of "Active Supporter of Party Building Work, Responsible Person of Social Organization"

*Scene from the 11th Shenzhen Shandong Chamber of Commerce Electronics Committee Thousand-Person Annual Conference & 6th Red Culture Annual Conference*

Scene from the 20th Anniversary Celebration of Luguang Electronics

Outside of work, Zhu Ligui is someone who loves life. He enjoys calligraphy, loves sports, and is full of curiosity about new things. During a break in the interview, he picked up several medals and trophies from a display cabinet and shared them enthusiastically: "This is the trophy from the 'Gobi Desert Trek' in Dunhuang, this is the medal from the 'Mini Marathon' 5km run organized by our Shenzhen Weima Association, this is..." He joked that he "refuses to accept getting old," enjoys embracing new things, and that making short videos is also a great pleasure. He said that during busy work periods, it's through these hobbies that he adjusts his state.

*The "Shackleton Award" from the "8th Retracing the Ancient Trade Routes - Gobi Desert Trek Challenge"*

Zhu Ligui's two 5km Mini Marathon medals

Back view of Zhu Ligui's team participating in a 5km Mini Marathon run

Looking back on his entrepreneurial journey, Zhu Ligui has always maintained a positive mindset. In his view, difficulties are inevitable, but "as long as your thinking doesn't slip, there are always more solutions than problems." He firmly believes that one should love the profession they are in; regardless of whether the environment is favorable or adverse, one should be content yet proactive. It is precisely this focus and dedication that have allowed him to settle his mind amidst a restless environment, meticulously hone the brand, and lead Luguang Electronics steadily forward in the semiconductor field.

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Thirty Years Dedicated to One Thing, Craftsmanship Forges a Brand—— Interview with Zhu Ligui, General Manager of Luguang Electronics

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