Brands seen expanding foothold in Turkiye

ISTANBUL — Chinese companies have been expanding their presence in Turkiye's consumer electronics, smart pet care and security markets, leveraging technological innovation, local partnerships and tailored services to meet local demand and explore broader international opportunities.

At the 12th International Pet Products, Materials and Accessories Suppliers Exhibition in Istanbul, Chinese smart pet care brand Petkit showcased smart litter boxes, water fountains and dual-compartment feeders. The devices can identify individual pets and track their drinking and toileting habits, helping owners monitor their pets' health.

Petkit, which entered the Turkish market nearly five years ago, has expanded its retail presence through local partnerships. Gao Xiaoqun, the company's overseas business manager, said its products had entered MediaMarkt stores with help from its Turkish partner, providing a valuable reference for the company's expansion into European retail markets.

Chinese consumer electronics brands are also gaining traction as Turkish consumers increasingly value products that combine functionality, design and reliability.

Mustafa Can Akbas, brand marketing director at Huawei's consumer business group in Turkiye, said that consumers were looking beyond traditional technical specifications toward products that offer practical benefits in everyday life.

Huawei ranked third in Turkiye's premium tablet market in the first half of this year, with an 11 percent market share, according to a report cited in the original Chinese-language report. Its smart wearables and wireless earphones have repeatedly topped sales rankings.

Chinese companies are also strengthening their presence in Turkiye's security industry. At a recent security and fire safety exhibition in the country, Chinese video surveillance provider Hikvision showcased its latest products.

Lu Ran, general manager of Hikvision's Turkish subsidiary, said localized services were key to the company's growth. Having served Turkish customers since around 2005, Hikvision has established offices in Istanbul, Ankara and other major cities, building a local service network with its partners.

Turkiye's location at the crossroads of Europe and the Middle East also offers opportunities for further expansion, Lu said, noting that overseas projects undertaken by Turkish businesses could help the company reach additional markets.

XINHUA-CHINA DAILY