China market: Colorful Technology poses competitive threat to MSI, ASRock
Monica Chen, Taipei; Joseph Tsai, DIGITIMES [Wednesday 30 July 2014]

China-based Colorful Technology and Development, the largest graphics card vendor in the China market, will launch own-brand gaming motherboards in the second half, and is expected to pose a competitive threat to Micro-Star International (MSI) and ASRock, according to Taiwan-based motherboard supply chain makers.

The vendor is already preparing to release new high-end motherboards including the iGame Z97 in the market, looking to snatch market shares from Taiwan vendors.

Currently, Asustek Computer and Gigabyte Technology together account for 50% of China’s branded motherboard market and Colorful’s new products are unlikely to be able to compete due to the two giants’ pricing and brand advantages.

However, Colorful is likely to be able to compete against Taiwan-based second-tier vendors with cheaper prices.

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