CHiQ Australia has appointed long-time executive Jonson Xia as its new Managing Director as the company ramps up its growth ambitions in the highly competitive Australian consumer electronics market.

Xia steps into the role after 16 years with Changhong Australia, where he held senior positions spanning product management, sales leadership, national account management, supply chain operations and executive management.

The company said his broad operational and commercial experience positions him to lead CHiQ through its next phase of expansion.

The appointment follows the tenure of outgoing Managing Director Mark Chen, who oversaw a period of significant development for the business. Under Chen’s leadership, CHiQ strengthened retail partnerships, improved channel execution and enhanced alignment with global operations.

CHiQ said the leadership change comes as the company accelerates several strategic initiatives, including its recently announced 2026–2027 co-major partnership with AFL club North Melbourne. The sponsorship is part of a broader effort to increase mainstream brand recognition and deepen engagement with Australian consumers.

In his new role, Xia will oversee CHiQ Australia’s commercial and operational strategy, with a focus on strengthening the company’s position in core appliance and consumer electronics categories, while expanding into new retail channels and emerging product segments.

“CHiQ Australia is entering a new phase of growth, and I am committed to building on the strong foundation already in place,” Xia said. “Our focus will remain on delivering high-quality products, strengthening customer experience and creating long-term value for our partners and consumers.”