The meeting, held at the EIB headquarters, featured presentations by EIB Coordinator Chairman Muhammet Öztürk, Hasan Önal, Head of the E-Export, Digital Marketing, Behavioral Public Policies and Next-Generation Technologies Department at the Ministry of Trade's Directorate General of Exports, Hakan Kızartıcı, former Chief Trade Counselor in Beijing, and Kübra Bostancı, Industrial Sectors Specialist at EIB.
Participants were briefed on China's digital trade ecosystem, e-export support mechanisms, key considerations for entering the Chinese market, and EIB's activities under the Türkiye National Participation Organization for the China International Import Expo (CIIE).
Öztürk: China offers significant opportunities for Turkish exporters
In his opening remarks, EIB Coordinator Chairman Muhammet Öztürk said China represents substantial potential for Turkish products, supported by its nearly $5 trillion trade volume, 1.5 billion population and expanding middle-income consumer base.
Öztürk noted that around 300 million consumers in China have living standards and consumption patterns comparable to those in Europe, creating significant opportunities, particularly for Turkish value-added products.
He added that the recent increase in trade delegations from China to Türkiye, together with invitations extended by the CIIE organizers to Turkish exporters, reflects the strengthening commercial ties between the two countries. EIB aims to transform this growing interest into long-term business partnerships.
Describing China as a strategically important market, Öztürk said EIB seeks to connect Turkish companies with Chinese buyers through the Türkiye National Participation Organization at the CIIE, which will be held in Shanghai on November 5-10.
He emphasized that success in the Chinese market requires proper product positioning, effective digital marketing, efficient use of China's e-commerce infrastructure and cooperation with reliable local partners. According to Öztürk, China is expected to become one of the key growth markets for Turkish exporters, offering a competitive advantage to companies that invest early.
Öztürk also noted that Türkiye's exports to China reached $1.808 billion in the January-June period of 2026, marking a 32% year-on-year increase. He added that the CIIE would play an important role in helping reduce the $41.6 billion foreign trade deficit between the two countries.
EIB to organize seventh national participation at CIIE
Speaking at the event, EIB Industrial Sectors Specialist Kübra Bostancı described the China International Import Expo as the world's first major international exhibition dedicated exclusively to imports.
Bostancı noted that the expo has been held annually in Shanghai on November 5-10 since 2018 under the auspices of China's Ministry of Commerce and the Shanghai Municipal Government, with support from international organizations including the World Trade Organization and the United Nations Development Programme.
She said that last year's edition attracted participants from more than 150 countries and regions, featured over 4,000 exhibitors, covered more than 430,000 square meters of exhibition space and welcomed over 460,000 professional visitors. Preliminary agreements worth approximately $83.5 billion were signed during the event.
According to Bostancı, the CIIE is more than a product exhibition, serving as a global platform that enables direct business connections with Chinese importers, distributors, retail chains and industrial enterprises.
She announced that EIB will organize the Türkiye National Participation Organization at the CIIE for the seventh time this year, providing participating companies with exhibition stand construction, space allocation, promotional activities, logistics services and organizational support.
One of the key features of the program, Bostancı said, is the organization of one-on-one B2B meetings with Chinese importers based on the buyer profiles requested by participating companies, transforming the exhibition into a platform for direct commercial engagement.
Participation fees have been set at $950 per square meter, including transportation, or $925 per square meter excluding transportation. Applications require a minimum exhibition area of 15 square meters. Companies that meet the necessary requirements after the event will be eligible for a 35% government reimbursement of the participation fee.
Hasan Önal: Digital visibility is now essential in China
Hasan Önal said China is not only the world's largest manufacturing center but also one of the world's most advanced e-commerce ecosystems.
He noted that Chinese consumers conduct most of their shopping and payment transactions through digital platforms, making a strong digital presence as important as physical sales channels for exporters seeking to enter the market.
Önal advised companies to thoroughly understand the operating structures of platforms such as Taobao, JD.com, Tmall, TikTok and WeChat, adding that livestream commerce has also become increasingly widespread in China.
He stressed the importance of working with reliable local partners, noting that store management, digital marketing and order fulfillment on some e-commerce platforms can be handled through local service providers.
E-export support programs introduced
Önal explained that the Ministry of Trade offers various incentive programs to support companies operating on international online marketplaces.
These include support for marketplace commissions, digital advertising, order fulfillment services and other international e-export activities. He noted that support rates can reach 70% in selected target markets.
He emphasized that participation in trade fairs alone is not sufficient for success in China and that digital marketing activities should be carried out simultaneously.
Önal also underlined the importance of taking a long-term approach, saying companies should focus on steady investment rather than expecting rapid returns in Far Eastern markets.
"Trademark registration should not be overlooked"
Önal advised companies planning to enter the Chinese market to secure trademark registration at an early stage.
He said that even companies planning future operations in China would benefit from registering their trademarks in advance, adding that the Ministry of Trade provides support mechanisms that offer significant advantages in this area.
He also highlighted the Ministry's Easy Export Platform, where companies can access comprehensive information on target markets, including business culture, regulations, digital marketplaces, payment systems and consumer behavior.
Kızartıcı shares market experience
In the final session, former Chief Trade Counselor in Beijing Hakan Kızartıcı shared his experiences from his tenure in China.
He provided insights into the dynamics of the Chinese market, trade fair culture and business practices, while also answering participants' questions regarding the Chinese market and the CIIE.
The meeting concluded with a Q&A session covering market entry strategies, e-export support programs, digital trade practices and participation procedures for the China International Import Expo.
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