Abstract
This chapter is concerned with how Chinese electronic products have been introduced into Australia by new Chinese migrants through a company initially called Pebble Electronics, and then Conia, the first and largest Chinese television importer. Having being given residency in 1993, a founder of Pebble Electronics visited China and came back with a Shenzhen-made new Konka television. Though Konka was not usable in Australia at the time because of its system, it was the first move in Pebble's venture. Within 10 years, the sale of Konka televisions has reached 10% of the market share in Australia and peaked at approximately 25% in 2004. The export of electronic products to global consumer markets was a vital step in China's first round of ‘going-out’ strategy, and this case study reveals how it was realised.
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