The company is getting shedloads of customers thanks to its entry into South Korea's PC DIY market and increasing sales in Southeast Asia. Colorful is primarily looking to challenge the market's top three players: Gigabyte Technology, Asustek Computer and ASRock.
Colorful shipped 2.4 million motherboards in 2016 and was the third-largest motherboard vendor in China, surpassing ASRock and MSI, in the year. The outfit has been looking to cross into new markets including Europe, Japan, Korea, Vietnam, Thailand, the Philippines and Indonesia, and its efforts have started paying off in the second half of 2016.
Colorful has cooperated with Korea-based first-tier retail channel distributor Micronics for its Z370-based iGame 300 series motherboards. Colorful is partnering with Elitegroup Computer Systems (ECS) for the motherboard's R&D.
Korea's brand motherboard market has a market scale of around 1.2-1.5 million units a year and Gigabyte is expected to remain the largest brand with an over 30 percent share in 2017. With Asustek and ASRock together to account for an around 40 percent share, the top three brands' combined share is expected to reach 75 percent in 2017.