The application discloses a light-emitting substrate, a backlight module and a
display device, and belongs to the technical field of display. The light-emitting substrate provided by the application comprises a back plate, a
driving circuit layer and a plurality of light-emitting units. The light-emitting unit comprises a reflecting layer, a paving layer and a light-emitting
chip. Since the light-emitting surface of the light-emitting
chip faces the reflecting layer, the light emitted by the light-emitting
chip is first transmitted to one side of the back plate, and then is reflected by the reflecting layer arranged on the inner wall of the
counterbore on the back plate, so that the path of the light emitted by the light-emitting chip is prolonged. In this way, after the light-emitting substrate is integrated in the backlight module, the distance between the light-emitting substrate and the
diffusion plate in the backlight module does not need to be increased, the backlight module can have a better light
mixing effect, and the overall thickness of the backlight module is relatively low.