Can Dincer, President of the Turkish White Goods Manufacturers Association (TURKBESD), pointed out that Turkey is the second-largest production base in the world after China in the white goods sector, “In 2021, our exports of refrigerators, freezers, washing machines, dryers, dishwashers and ovens increased by 18%.”
Can Dincer evaluated the general situation of the white goods industry for SABAH before the upcoming wedding season.
Noting that Turkey is the largest white producer after China, Dincer said, “There has been a great increase in the demand for white goods due to reasons such as the time spent at home during the epidemic, the sensitivity to hygiene and the need for food storage. We can say that consumers’ interest in new technologies has also increased. Parallel to all these developments, both our domestic market sales and exports increased in 2020 and 2021. In 2021, our exports in 6 main product groups (refrigerator, freezer, washing machine, dryer, dishwasher and oven) increased by 18% and our total sales increased by 16% compared to the previous year. We saw that our sales in the domestic market increased by 9%.”
WE TRY NOT TO PASS HIGH PRICES TO THE CUSTOMER
Stating that the problems experienced in the supply of flat steel and other raw materials, which are the main inputs of white goods, and global-scale problems negatively affect the production and export competitiveness of white goods, Dincer said, “We can say that the increasing costs in the white goods sector are tried not to be reflected on the consumers as much as possible. PPI and CPI rates also reveal this clearly. As the white goods sector, we are trying to help our customers meet their needs by offering alternatives suitable for every budget in every category.”
“SALE PROHIBITS RESTRICT CUSTOMERS”
Dincer said that according to the results of a research they had done during the pandemic period, 68% of consumers shopped for white goods from authorized dealers, 13% from online sites and 8% from spot stores.
While the presence of sales platforms such as PTT’s subsidiary PttAVM.com contributed to the downward trend in prices, Dincer said, “We believe that our customers should always be able to reach their needs through all channels. For example, we think that the proposed amendment to the Law on ‘banning the sale of white goods in markets that are not of a certain size’ will restrict consumers. However, consumers should be able to meet their needs in the easiest way whenever they want. We are of the opinion that all channels should be kept open for the consumer.”
Source: Sabah / Translated by Irem Yildiz