CHiQ Australia has appointed Jonson Xia as Managing Director as the company looks to strengthen its local leadership and expand its presence in the Australian consumer electronics and home appliance market.

Xia has spent 16 years with Changhong Australia, working across product management, sales, national accounts, supply chain operations and executive management. His experience across several parts of the business is expected to support CHiQ’s commercial and operational strategy.

He replaces outgoing Managing Director Mark Chen, who CHiQ credited with helping grow the company’s retail partnerships, improve channel execution and strengthen operational performance in Australia.

Xia’s appointment comes as CHiQ prepares for several long-term initiatives, including its 2026-2027 co-major partnership with North Melbourne Football Club in the AFL. The company says the partnership is part of a broader push to build stronger brand awareness and community engagement.

In his new role, Xia will oversee CHiQ Australia’s commercial and operational portfolio, including retail partnerships, product competitiveness and collaboration with global research, development and supply chain teams.

“CHiQ Australia is entering a new phase of growth, and I am committed to building on the strong foundation already in place,” Xia said.