- 2017年10月13日11:22 来源：互联网
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Turkish White Goods——Cleaning Up
Arcelik is a rare bight spot incorporate Turkey.
Forgive a maker of washing machines a fondness for spin.
Hakan Bulgurlu, who manages Arcelik, the biggest producer and seller of white goods in Turkey, claims a “strong mood” has returned to his domestic market.
Sales there leapt by 35% in the first quarter compared with the same time last year.
His forecast is upbeat.
“Turkey is more resilient than it looks from the outside,” he says, citing cheery reports from dealers who run his 3,000 own-brand shops.
Reality is less whiter than white.
Many investors and traders remain spooked by political dramas, a coup plot last year and by an authoritarian president, Recep Tayyip Erdogan.
The IMF gave warning in February that low business profits, a lack of credit and political uncertainty all bode ill for Turkey's economy.
A splurge of public spending and stimulus measures—a special tax on appliances has been suspended for a few months—have brought forward sales of appliances to before the usual, summer, shopping season.
Firms cannot trust in a domestic recovery just yet.
Arcelik's prospects, however, depend more on tapping distant markets than on rebounding local ones.
It wisely branched out after the mid-1990s (when Turkey joined Europe's customs union) and today has 18 factories, with nearly 30,000 staff, in seven countries.
Last year it generated global sales of 4.8bn euro ($5.4bn) , 60% outside of Turkey, and a decent 11% pre-tax profit.
Much came from western Europe.
It counts as a rare bright light for corporate Turkey.
Its Beko brand of kitchen and other appliances is among the most popular in Britain as shoppers switched to lowish-priced goods after the financial crisis.
The firm aims to be among the top three in every European market as it expands in the face of bigger rivals, notably Electrolux of Sweden and Germany's BSH.
Size is important.
Industry consolidation leaves smallish firms at risk of being swallowed, though Arcelik looks secure because it is mostly owned by Koc Holding, one of two hefty, family-run conglomerates in Turkey.
What is more, firms' success depends on their devoting resources to research, such as for finding uses once appliances are digitally connected via the “internet of things”.
Arcelik brags of securing lots of patents.
It touts an oven that chills food by day before cooking it in the evening.
Another innovation is a fridge that tests gases released by food such as meat when it is going off.
A bigger growth spurt, however, depends on the firm breaking into Asia's fast-growing markets.
That means competing with global giants, notably Haier Group of China.
Arcelik is trying.
It has a factory and sells in China.
Last year it bought a Pakistani producer of white goods for $243m, and opened a fridge factory in Thailand.
Last month Mr Bulgurlu trumpeted a $100m joint venture with Tata, one of India's largest companies, to make and sell fridges under a local brand, Voltas. (It will import other goods from Turkey. )
He talks, optimistically, of annual sales in India reaching $1bn within a decade.
Doing business in such spots can be tough, but with experience in Iraq and Syria, Arcelik clearly expects all to come out in the wash.