Market entry strategy
Before entering the Turkish market, get clear on how, with whom and with what you will start
Türkiye connects Europe, the Middle East and Central Asia, but customs duties, certification, channel habits and payment terms are very different from China. Yeni İpekyolu (New Silk Road) helps Chinese companies evaluate their entry model, whether direct export, agent/distributor, company formation or local production, and delivers an actionable roadmap in Chinese.
Test demand first, then scale the investment
Türkiye is not an ordinary export market: local brands are strong
When many Chinese companies first look at Türkiye, they see it as an ordinary export market that is "populous and close to Europe." In reality, Türkiye has its own strong industry and well-established local brands; competition is fierce in many categories, and buyers are sensitive to both price and quality. Imports may also face additional duties, certification and inspections that vary greatly by product. So before quoting a price or preparing stock, understanding where your product stands in Türkiye is far more important than sending samples at random.
The Turkish business environment also has its own rhythm. Because of currency fluctuations, local companies pay close attention to payment terms and credit periods; most business relationships rest on face-to-face trust, and first meetings usually set aside time to get acquainted before business. Online channels have grown rapidly; Trendyol and Hepsiburada are very influential for consumer products, but B2B business still runs largely through relationships, trade fairs and industry associations. Choosing the right entry model starts with understanding these differences.
Direct export, distributorship, e-commerce and setting up a company: the differences
The lightest route is direct export to a Turkish importer who handles customs clearance and sales; your investment is small, but so is your control over the market. The second route is appointing an agent or distributor; channels are reached quickly, but exclusivity, minimum purchase and termination terms must be set up carefully. The third route is selling directly to consumers via e-commerce platforms; local stock, Turkish-language customer service and returns need to be solved.
Heavier models are setting up a company in Türkiye or joint production with a local firm. These give more control over the market and a local image, but company administration, accounting, staffing and compliance costs must be considered, and the legal and tax structure should be assessed by a Turkish lawyer and accountant. For many companies, the safer path is to move in phases: first test demand through export or distributorship, then scale up investment based on the results. Our roadmaps are usually built on this logic.
Calculating only the factory price kills the shelf price
The most common mistake is carrying over the Chinese pricing logic unchanged: only the factory price is compared, while customs duties, logistics, certification, channel margins and currency risk are left out, and in the end the shelf price loses its competitiveness. Another mistake is signing a nationwide exclusivity agreement early with a company that lacks sufficient coverage, locking up the entire market. Some companies also set out with English documents only, and run into problems at customs or listing because there is no Turkish manual or label.
Communication style also affects the outcome. Turkish business partners usually expect a consistent point of contact and quick replies; unanswered emails or frequently changing contacts quickly erode trust. Repeated bargaining during negotiations is normal locally and does not signal a lack of seriousness. Knowing these habits in advance prevents a great deal of wasted time.
We connect you with customs brokers, lawyers and accountants
The Yeni İpekyolu team works in Türkiye; we read Turkish sources directly, walk the market, talk to industry representatives and report the findings to you clearly in Chinese. Our role is commercial adviser and bridge: we help you make decisions, connect you with suitable customs brokers, certification bodies, lawyers and accountants, and provide translation and interpreting throughout the process. The final opinion on legal, tax and certification matters is given by the relevant authorized specialists.
Before starting, we recommend preparing your product catalog and technical specifications, existing certificates, approximate export price or target margin, and experience in other overseas markets. If you have had contact with Turkish customers before, correspondence and quotations are also very helpful. The more complete the information, the more concrete our recommendations and the shorter the timeline.
Companies weighing which model to enter Türkiye with
Manufacturers exporting to Türkiye for the first time
The product is established in China, but Türkiye's import requirements, certification needs and the right sales channel are unclear. We first answer "can it sell, to whom, and at what price?", so there are no surprises about missing documents when the goods reach the port.
Companies considering setting up a company in Türkiye
Those who want to understand the pros and cons of a limited company or liaison office, the general process and which certified public accountant (mali müşavir) to work with. We compare the options from a commercial perspective; legal and tax decisions are made by a Turkish lawyer and accountant, while we handle Chinese communication and translation.
Those who see Türkiye as a base for the wider region
Brands that want to make Istanbul a regional hub for Europe, the Middle East and Central Asia. We examine the feasibility of the Turkish domestic market and re-export to the region separately, helping you avoid focusing only on geography while overlooking operating conditions.
Companies with sales but no growth
Those selling in Türkiye through an agent or online marketplace who want to rethink their pricing, channel and brand strategy. We review the real state of the existing partnership, identify what is holding growth back and recommend a direction accordingly.
Five analyses from entry model to phased roadmap
Entry model evaluation
A comparison of direct export, agent/distributor, e-commerce, company formation and local joint production in terms of cost, risk and time. For each model, we explain the people required, the capital tied up and the difficulty of exiting, so you can choose based on your own resources.
Import and compliance topics
Customs classification, possible TSE or CE certification, labeling and Turkish manual requirements, with referrals to customs brokers and certification bodies when needed. Some products may also be subject to additional duties or import inspections; current rules should be confirmed with customs and the relevant authority.
Competition and price analysis
The main brands of similar products in Türkiye, retail price ranges and channel margin structure. By calculating each link's margin backwards from the shelf price, we help you see whether your export price is competitive.
Channel and partnership direction
Identifying the importers, distributors, retail chains or marketplaces such as Trendyol and Hepsiburada to approach first. We also explain the terms each channel typically expects, such as payment terms, exclusivity and marketing support.
Phased roadmap
A Chinese report covering the steps, budget direction and critical milestones for the first 6–12 months. It also specifies which tasks can be done remotely, which must be carried out on the ground in Türkiye, and who is responsible for each step.
Service summary and requirements
| Typical duration | Usually 3–6 weeks |
|---|---|
| Pricing | Quoted according to scope |
| Delivery language | Chinese report · Turkish on request |
| Service languages | Chinese · Turkish · English |
| Cities served | Mainly Istanbul; also Ankara, Izmir and other cities |
The final price and timeline depend on your documents and scope; we send a clear quote within 2 hours.
What you need to provide
- Product catalog, technical specifications and existing certificates
- Export price range or target profit margin
- Experience in other overseas markets, if any
- Budget range and expected timeline
How the strategy takes shape from first conversation to execution
- 1
Initial consultation
Over WeChat or a video call, we listen to your product, goals and current resources. Based on the information available, we tell you frankly whether Türkiye should be a priority for you.
- 2
Scope and proposal
Scope, deliverables and timeline are set according to the sector and the complexity of the question. The scope is approved in writing, so there are no constant changes midway.
- 3
Local research and interviews
Desk research, site visits and interviews with industry representatives are carried out in Türkiye. Turkish sources and interview notes are summarized in Chinese, so you can follow progress at any time.
- 4
Strategy presentation
The Chinese strategy report is delivered and each recommendation is explained in a meeting. You can ask about the basis for every conclusion; we clearly separate what is data from what is assessment.
- 5
Implementation support (optional)
If you wish, we continue supporting partner search, trade fair participation and marketing execution. Because the same team continues, information from the initial research is not lost in a handover.
Frequently asked questions
Do you handle company formation?
Company formation is usually carried out by Turkish lawyers and certified public accountants, and involves many steps such as the articles of association, tax number and bank account. We take on the strategy, Chinese communication and document translation, and refer you to the specialists we work with. On legal and tax matters, the authorized specialists have the final word.
What is the difference between a strategy report and market research?
Market research answers "what is the market like?", while an entry strategy answers "what should we do?" Research focuses on facts such as prices, competition and channels; strategy builds a model comparison, priorities and an action plan on top of them. If you do not yet know the market, we usually recommend doing both together.
I'm not in Türkiye; can we work remotely?
Yes. Most communication runs through WeChat and video calls, and our team in Türkiye carries out the local research. During site visits, we share photos and notes instantly, so you see the ground without traveling. At the stage of serious talks with partners, we usually recommend visiting once.
Does a strategy report guarantee success in Türkiye?
No. The report lets you see the costs, risks and a workable path before investing, and reduces the chance of mistakes; but the outcome depends on the product, price, execution and external conditions. We clearly state the main uncertainties in the report.
Are additional duties applied in Türkiye to products of Chinese origin?
For some products, additional customs duties, anti-dumping duties or other measures may apply depending on the GTİP (tariff) code and origin, and these rules can change. In the report we flag possible risk points and recommend that a customs broker confirm the exact position for your product. Confirm the current rules with the customs administration.
Is it essential to set up a company in Türkiye?
No. Many companies start by exporting to a local importer or distributor and consider setting up a company once demand is proven. The decision depends on sales volume, the need for local stock and staff, as well as tax and legal assessments; that last part should be assessed by a Turkish lawyer and accountant.
What payment terms do Turkish customers usually accept?
It varies by sector and the depth of the relationship. In new partnerships, an advance plus balance payment or a letter of credit is common, while long-standing local customers often ask for payment terms. Because of currency fluctuations, the payment currency is usually discussed in detail. We recommend running a company check before granting credit terms.
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