Automation Drives the Future | CIAA/Chuandong.com Joins Chinese Industrial Control Companies at WIN EURASIA 2026 to Expand into the Eurasian Market
After one year, CIAA/Chuandong.com has once again led a delegation to Turkey for front-line overseas market research. This trip followed a clear path: a second in-depth visit to GMT, a leading local industrial control distributor; a dedicated visit to Delta's exclusive agent in Turkey for focused market analysis; and detailed discussions with an Iranian agent. Through these exchanges, the delegation further examined the channel rules, product landscape and business logic of the industrial control market across Eurasia, while broadening its view of Middle Eastern channels.
The field visits provided a deeper understanding of industrial control channels and end-user demand in Eurasia and neighboring regions, while also laying a solid market foundation for the joint exhibition. Today, WIN EURASIA 2026 officially opens in Turkey. From June 10 to 13, CIAA/Chuandong.com, together with more than ten Chinese industrial control enterprises, is exhibiting at Booth D/260 in Hall 4 of the Istanbul Expo Center, jointly exploring overseas markets through a group exhibition model.
01
Local Roots
GMT's Model and the Potential for Cooperation Between Chinese and International Companies
As one of the first local companies in Turkey to independently develop and manufacture PLCs, GMT holds an irreplaceable position as a technical benchmark in the Turkish industrial control sector. Since becoming independently operated in 2014, the company has continued to expand its team and maintain strong momentum, making it one of Turkey's most qualified industrial automation enterprises.
GMT's positioning is clear and determined: it not only sells PLCs, it manufactures them. The company aims to build a world-class brand from Turkey. Its products have been exported to dozens of countries, including Greece, Spain, the Netherlands, the United States, Egypt, India, Vietnam and Israel. They are also installed in machinery manufactured in Turkey and exported to Europe, the Middle East and North Africa.
At the supply chain level, GMT has built a dual model of independent manufacturing and global sourcing. PLCs and mini PLCs are designed and produced locally in Istanbul, while HMIs, AC drives, stepper motors and other products are sourced from several international partners and marketed under GMT's own brand. Exclusive regional distribution rights have also helped the company establish a strong channel moat.
GMT's true differentiation comes from its deep understanding of service. Its sales team, composed entirely of engineers, covers nearly 20 cities across Turkey. The company maintains a pure distribution model and relies on frequent customer visits, technical capability, on-site demonstrations and direct negotiations. Its technical support team provides tiered 24/7 response, including phone guidance, remote connection and on-site dispatch. All sales staff have programming and equipment integration capabilities, ensuring that customer issues are fully resolved. Even more difficult for competitors to match is GMT's in-house repair model: all products, whether self-manufactured or externally sourced, can be repaired internally and delivered the same day, while the industry average repair cycle can be as long as one month. This rapid repair capability creates strong customer loyalty in a market often affected by supply chain volatility.
Market performance confirms GMT's strength. Although Turkey's overall industrial control market has contracted sharply in recent years and some European competitors have seen clear revenue declines, GMT has only experienced a slight contraction. Its actual market share has risen against the trend, and it has now returned to growth, ranking among the leaders in the Turkish market as a recognized value-for-money brand. GMT components can be found in many local food, textile, CNC and laser cutting machines. These machines not only serve the domestic market but are also widely exported to North Africa and the Middle East, indirectly accelerating GMT's brand globalization. CIAA/Chuandong.com's in-depth visits to GMT for two consecutive years reflect the value it sees in GMT's rare combination of local brand strength and full-stack service capability.
During the meeting, several Chinese automation companies, including Googol Technology, Huachuang, TsinoDynatron, UNIMAT and Jihengda, presented their capabilities in industrial cooling, motion control, linear motors and complete PLC solutions. Chinese products showed clear advantages in high protection ratings, high precision, energy saving and deep customization. They are also compatible with mainstream international protocols such as EtherCAT, making them suitable for semiconductors, precision machining, new energy and other application scenarios. Some products have already entered overseas high-end supply chains.
The exchanges also clarified the current challenges facing Chinese companies going global. Most have strong technical capabilities, but their overseas brand influence remains weak and overseas revenue still accounts for a relatively low share. Many rely on equipment matching for indirect exports and lack mature direct sales and agency networks. The Turkish local market also presents several barriers: mainstream protocols are widely adopted, while awareness of proprietary Chinese protocols remains limited; customers are accustomed to mixed-brand purchasing and show limited acceptance of single-brand complete solutions; high-end products offer strong performance but are priced relatively high, while low-price channels disrupt the market and make localization more difficult.
Both Chinese and foreign participants reached a shared view: overseas expansion should proceed through steady trials and precise cultivation. Companies should focus on high-value sectors such as precision manufacturing and semiconductors, connect with system integrators through local exhibitions, build reputation through benchmark projects, and gradually establish compliant channels and localized service systems. GMT also expressed willingness to cooperate. Since GMT is strong in single-axis control, it hopes to introduce Chinese technologies such as multi-axis synchronization and compact servo systems as complementary capabilities, beginning with pilot projects in specific scenarios before deepening cooperation.
Overall, Turkey brings together a diverse base of machinery manufacturers in food, textile, CNC and laser cutting, whose products are exported to North Africa and the Middle East. The market has broad potential, and companies that actively deploy overseas may see rapid business growth. Chinese automation companies now have the technical strength and complete solutions needed for global expansion, while Turkey is becoming a high-quality springboard for Chinese industrial control companies entering international markets. Going forward, the industry needs to align with international technical standards, build formal local channels, create benchmark projects and strengthen localized services to steadily improve overseas brand recognition.
02
Channel Analysis
A Full View of Delta's Agency Operations in Turkey
A core part of this research trip was a visit to Delta's exclusive agent in Turkey. The organization serves both as a distributor and a system integrator. It is responsible for full-category product distribution and can independently undertake automation integration projects. With its deep local network, it has a strong understanding of the market and provides real-time feedback on customer needs to the brand owner. Under the cooperation rules, the two parties have signed a strict exclusive agency agreement that prohibits the sale of competing products. If the agent plans to introduce its own brand or OEM products, it must establish a separate company.
In terms of product structure and market performance, variable frequency drives are Delta's absolute mainstay, accounting for a large share of sales. They mainly serve local small machinery manufacturers and are dominated by low-power models. HMIs, basic controllers, standard servos and power products follow. The agent can provide programming, installation, electrical cabinet integration and other full-process technical services. However, when Delta robots face projects beyond their payload capacity, the agent proactively recommends solutions from other brands.
The regional market shows clear clustering. Istanbul and the Marmara region are Turkey's core industrial zones, and Delta's business covers both the Asian and European sides, with close cooperation among enterprises around the Troy region in Europe. Customer selection logic is clearly layered: large automation projects such as automotive manufacturing tend to choose high-end international brands such as Siemens; small and medium-sized manufacturers pay more attention to cost performance and form Delta's core customer base; equipment manufacturers prioritize global brand coverage to support equipment exports to the Americas, Africa, Australia and other regions.
The current competitive landscape is complex. Delta robots are less competitive locally because of relatively high pricing. At the same time, used robots flowing in from surrounding countries are circulating at significantly lower prices, continuously squeezing the market for new equipment. Local high-end brands have stable spare parts supply, but maintenance costs remain high. In addition to Delta's core products, the agent also represents sensors and safety-related supporting products from other international brands, but has not yet developed its own OEM peripheral categories such as cables.
In terms of performance, the agent is Delta's largest cooperative distributor in Turkey. With its price advantage, Delta ranks among the local leaders in HMI and controller sales. However, pressure from the high-end market and used equipment remains a long-term challenge for the brand.
03
Joint Exhibition
Assessing the Market and Expanding Overseas Together
After multiple rounds of research, a clear industry conclusion has emerged. Turkey has a solid industrial foundation, and more than 90% of local enterprises have demand for digital upgrading. In the current industrial control market, European brands account for about 68% of market share, while Chinese brands account for only 7%. European products are relatively expensive and after-sales cycles are long. Combined with local tariff advantages, the cost-performance window for Chinese equipment has opened. However, insufficient brand awareness and weaker technical accumulation in high-end scenarios remain two major obstacles. To take root in the market, high-quality local distributors and stable supply capability are still essential prerequisites.
This is exactly the direction CIAA/Chuandong.com has continued to cultivate. Rather than offering abstract calls for overseas expansion, it helps companies reduce the risks of going alone and improve market access efficiency through a full-chain model of front-line research, joint exhibition and dedicated industry salons.
From June 10 to 13, at WIN EURASIA 2026, CIAA/Chuandong.com is joining more than ten Chinese industrial control companies at Booth D/260 in Hall 4 of the Istanbul Expo Center. The delegation is showcasing core product lines including PLCs, servos, robots and frequency converters, presenting one-stop automation capabilities to overseas customers. On the second day of the exhibition, June 11, the booth will also host a dedicated industry salon focused on "Chinese Intelligent Manufacturing as a European Alternative," connecting product display, technical exchange and business matchmaking.
Standing at the crossroads of Eurasia, we look forward to using products as bridges and channels as links to promote Chinese industrial control technologies and solutions worldwide. Connecting China's industrial chain with the world, this overseas journey invites you to move forward together.