News

Expecting a Growth of 10% or more in the Heating Market, Especially in the Conversion Market

Behlül Çil

Sales Manager, Termo Isı Sistemleri

As Termo Isı, we have taken all necessary measures when the pandemic’s effects were outside our country. When the first pandemic case was announced in March, we informed our dealers that there would be no problem with the supply until the end of the year. We have been one of the few companies most ready for the pandemic in terms of inventory and raw materials. We have kept all our commitments to our vendors and suppliers without even the slightest deviation. Although there was a slowdown in March and April, during the period when the pandemic was the most chaotic in the industry, we closed the subsequent months, including May, with increases in sales compared to the same period of the previous years.

 

The construction market, with which we are in direct contact, experienced 13% shrinkage in 2019. This has also affected the heating market. Even though the construction market is projected to grow by 1 to 2 percent in 2020, I believe that a growth of 10 percent or more in the heating market, especially in the conversion market, would not be as ambitious, especially if we look at the momentum after six months. I believe that the construction industry, the locomotive of the Turkish economy, will make up for the losses suffered in 2019, particularly through the activation of corporate projects and the issuance of new bids. With more than 50 years of expertise, a robust financial infrastructure, and excellent technical know-how under the Ecostar brand under the umbrella of Termo Isı, we took our place in the condensing heating market with our other brand Ecodense, which we presented to the market in the last five years. We have been the leading manufacturer in the industry with our Ecostar brand burners for many years. In addition to maintaining this position, our products continue to evolve, transform, and make innovations. I would like to touch briefly on the elements that support and reinforce both of our brands, as well as our growth, particularly in light of the pandemic that has afflicted the entire world in 2020, as well as current financial volatility in the construction sector. We have fulfilled our commitments to ongoing projects without any deviation, unlike equivalent imported products, where we have many advantages such as quality, standard, efficiency, service and logistics. Before the pandemic impact reached our country, we planned for raw material stocks required to close the year. We did our procurement in full despite the currency fluctuations. Together with our strong, efficient and well-stocked distributors in the country, we survived this period without any loss and turned the growth curve into a positive one in the first 6 months. We grew together. A sustainable channel management that directs and effectively manages the field in the burner, floor-type and wall-type condensing boiler market and does not leave our dealers out of stock...Taking all factors into account, we are rightfully proud to turn the negative trend occurred in the industry into a positive situation for both our brands. In this sense, we would like to thank all our suppliers, dealers and project partners. With respect to burners, we are the only brand in the domestic group that has a minimum of 200 kW, a maximum of 12.000 kW, a total of 27 different capacities, gas, light oil, heavy oil and their combinations. We have new series products with low NOX and CO emissions (LOW NOX, FGR). We have received great reactions to this group, which we exhibited at the last Sodex fair. I can clearly state that we are way ahead of imported products in terms of many aspects. We have achieved many firsts with our Ecodense brand, which we launched in the condensing market. We have reached 6 different capacities in the range of 65 kW—150 kW in wall-type aluminum alloy spiral-fin condensing boilers with heat exchangers, and 6 different capacities in the range of 45 kW-145 kW in the wall type boiler with steel heat exchanger. The operation of multiple condensing appliances by connecting them to each other via the control module is called a cascade system. But when there was one device, we had to use the controller that was used in the cascade system. For this reason, we have made another model for spaces using one device, which will be a single system with another card. The name of this series: WT-S ONE in 4 different capacities of 35,45,55 and 65 kW. In addition, there are integrated systems with boilers. In addition, we have a total of 19 different capacities in the range of 200 kW-3200 kW in the floor type condensing boiler group. There are very few brands with such a wide scale in type and capacity in such a short period of time. We have achieved this in 5 years.

 

We have always been on the side of central system production and development in the heating market for many years. I do not think there will be any deviation in our style. In terms of efficiency, eco-friendly products, and responsibility for our future, despite all resistance, we continue the struggle of shifting the use of individual products in the heating market to the central system. The heating market in Turkey is a tempting market. We forecast a 10 percent growth in the market with new investments in the central system. Our goal for this condensing group is 15 percent. I would also like to remind you that, in 2019, our five-year brand Ecodense reached a market share of 8 percent in the condensing boiler market. We foresee a limited decrease in the burner market as conventional floor-type boilers are shifted to the condensing boiler side. However, our leading position in this market will continue with the Ecostar brand. As I said before, we are aiming to achieve the target for both of our brands that have completed a sustainable retail structure, and I can state that we are currently moving in line with our objectives."