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HOUSEHOLD APPLIANCES, PARTS AND COMPONENTS
From Assembly-Line to Original Design and Technology
The Turkish household appliances sector started production as an assembly industry in
the 1950s. The first product was manufactured in 1955 and the first Turkish-made
refrigerator was on the market in 1960. The Turkish household appliances industry has
achieved tremendous growth since then. Having started out with companies working under
licensing agreements and then passed over to know-how usage, the sector today has
carved out some major success in world markets with its original design and technology.
Now, the household appliances industry is one of the well-established and dynamic
sectors in Turkey. The industry is mainly composed of two subsectors; namely, the white
goods (durables) which dominates the sector and the small household appliances.
Since the '50s, excluding the crisis periods, production realized by the sector continually
increased. In fact, the increase in population and living standards has resulted in the need
to produce more. With its production capacity of 25 million units and actual production of
21 million units, the white goods industry has become a significant focus of production in
the last 10 years while Turkey has become the leading country in Europe in the white
goods sector. Manufacturing lines are mostly found in the Marmara, Aegean and Central
Anatolian regions of Turkey with the major factories located in İstanbul, Manisa, Eskişehir,
Bolu, Gebze, Bursa, İzmir, Ankara, Kocaeli, Yalova, Kayseri, Konya and Bilecik.
In addition to over 50 medium-scale manufacturing companies and the major producers in
the market, there are also around 1,000 supplier companies of parts and components.
About 144 of these supplier firms are organized under the “White Goods Parts Suppliers
Association of Turkey - BEYSAD” while six major producers are the members of the
“White Goods Industrialists Association of Turkey - BESD”. Furthermore, another
association called “Small Domestic Appliances Industrialists Association - KESID” has
been established in the household appliances sector.
Turkish household appliances producers have created their original strong brands, leading
to tight consumer-dependence in the domestic market while gaining ground in foreign
markets, mainly in the EU countries. Some of the major brands in the domestic market are:
Arçelik, Beko, Altus, Aygaz, (Arçelik); Profilo, Bosch, Siemens (BSH-Profilo); Ariston,
Philco, Indesit (Merloni); Teba (Teba); Vestel, Regal (Vestel); Demirdöküm (Vaillant), etc.
© Republic of Turkey - Ministry of Economy, 2012
Turkish consumers, who are always after hot new products, prefer to use their own
domestic household appliances although the doors of Turkey are wide-open to all world
products. This is, in fact, the success of the Turkish household appliances industry which
has a wide product range from refrigerators to electrical shavers, microwaves, table-top
fridges etc. in various colors, dimensions and designs. Product range is wide enough to
supply European markets and satisfy sophisticated European customers. The built-in
appliances category is another rapidly developing product range in Turkey. Built-in
products are all state-of-the-art products whose target group is the high-income class.
Products are designed for full customer satisfaction. Priorities of the end-users are taken
into account in every phase of production and design.
Since Turkish manufacturers give high priority to innovation and new product
development, research and development activities are carried out consistently.
Turkish household appliances manufacturers closely follow international and national
developments in environmental issues and comply with environmental legislation and
regulations. On the other hand, new generation products are now more efficient and
energy-saving, allowing a reduction in the amount of water and detergents. Noise emission
is another factor taken into account in the manufacturing process.
As for consumer services, end-users are well-served by the after-sales services of the
appliance manufacturers. The household appliances industry follows strict legislation on
after-sales services in Turkey.
FOREIGN TRADE OF TURKEY
The household appliances sector of Turkey has turned its attention to exporting its
products in the last decade. The reasons behind the continuous growth in exports in recent
years are as follows: (the) high-technology used in the production process; attention paid
to research and development activities by Turkish manufacturers and the increase in the
share of these activities within the budget; full comprehension of the ISO Series of quality
standards by manufacturers and the growing efforts to acquire these certificates; the
rising number of Turkish companies which have ISO Certificates; the consideration of
customer preferences in the designing phase; the consideration of the priorities of the
foreign end-users as well as the domestic ones; improved marketing techniques used and
well-established after sales services .
Exports of the Turkish household appliances sector have been increasing steadily. In fact,
most of the production is aimed at exports. Refrigerators, washing machines, ovenscookers,
deep freezers and dishwashers are the leading export products of the sector. In
2011, Turkey ranked the 4th in refrigerators, the 5th in dishwashers and the 7th in washing
machines exports worldwide.
Turkish household appliances industry exports its products to 200 customs territories
worldwide. The major exports market for Turkish household appliances industry is the EU.
Viewing the export figures of 2011, it is seen that eight of the biggest fifteen importers are
EU countries. The UK, the major importer country, mainly imports washing machines
($135 million), ovens ($119 million) and refrigerators ($82 million) from Turkey. Exports
realized by Turkish household appliances industry to the EU stood at US $1,75 billion in
2011, covering 63,4% of total appliances exports.
Turkish manufacturers are conscious of quality, safety and the environmental aspects of
production. All Turkish manufacturers have affixed the CE Mark to their products both for
exportation to the EU and for the domestic market. At the beginning of 2003, it became
obligatory to fulfill the CE Mark requirements in order to sell products in the Turkish
domestic market. In the meanwhile, Turkish manufacturers closely follow developments in
international quality and environmental standards. The number of companies which have
ISO 9000 Certificates is increasing steadily.
Turkey's imports of the four major household appliances increased in number by 24% last
year while imports of household appliances increased 22,3% in 2010 and 29,4% in 2011,
compared to the figures of the previous year.
Four trade fairs relating to the household appliances industry will be held in Turkey in
2012. These are:
“Kitchen 2012”, 14-18 March 2012, Istanbul.
“23. ZUCHEX Fair”, 05-09 September 2012, Istanbul.
“7. IDEAL HOME 2012”, 05-08 April 2012, Istanbul.
“Wedding Fair”, 23-26 February 2012, Antalya.
You can also check the list of international and national trade fairs to be organized in 2012
in the “household appliances industry” on “Turkey Fair Guide 2012” located at
Istanbul Minerals and Metals Exporters’ Association (IMMIB)
White Goods Manufacturers’ Association of Turkey (TÜRKBESD)
White Goods Supplier Association
Small Domestic Appliances Industrialists Association
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