A number of motherboard manufacturers use a dual-brand strategy, selling some motherboards under one brand, and others under a different brand. However, its rumoured that MSI is pulling one of its brands in China following competition from ASRock, second-brand of Asustek.
MSI began marketing its second-brand motherboards in China from July 2004, whereas Gigabyte followed suit one month later with its Axper brand. MSI’s Microbrill motherboards and Axper both target the entry-level market in China and together face strong competition from ASRock.

Asustek and ASRock grabbed a combined market share of 32% in the China motherboard market in 2005, while MSI had an 18% share and Gigabyte had a 14% share.
[Digi Times]