Motherboards made by Asustek Computer's Hua Ching (transliterated from Chinese) subsidiary are expected to hit the China market later this month under the brand name ASROCK.
Company chairman Hsu Shih-chang personally chose the ASROCK brand name, sources from Asustek said. Following Asustek's Chinese marketing slogan, the new brand name tries to convey the similar image, stressing sound and stable product quality.
According to sources, Hua Ching's product development is now entering the final stage, and company president Wu Tsai-teng returned last week from China, where he was helping with production arrangements. Judging from the schedule, ASROCK boards are estimated to make an appearance in China in late July and to be on market shelves in India and Central and South America in August.
Besides Hua Ching, other motherboard companies too have great expectations for the China market, especially as demand from the country is expected to turn stronger during the summer vacation season. According to one motherboard maker, among Taiwanese companies Elitegroup Computer Systems (ECS) enjoyed the greatest motherboard sales in China in April at over 80,000 units. Asustek and Micro-Star International (MSI) followed with 40,000-50,000 units. However, the companies have not confirmed these numbers.

Source: DigiTimes

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