Challenging processes also bring opportunities…

The Covid-19 pandemic process, which has been going on since March, is still continuing. Our companies have been either closed for a long time or continue their business at a minimum level. Unfortunately, the period with flight cancellations and quarantine has virtually imprisoned our buyers both in terms of coming to our country and in terms of trade in their own countries. The normalization expectations that have developed in our country since June are progressing step by step with process management. However, daily data coming from Russia, our main market, is not encouraging at all. While the number of cases is in the tens of thousands, it would be wishful thinking to expect normalization in the short term. Statements that the tourism sector, as well as trade, will be disrupted this year are being made by the most authorized people in Russia. In particular, the consumption of economic resources means that the public is entering a savings-oriented period. This is important for companies operating in the fashion industry like us to be more cautious in foreign markets and revise their expectations. Because societies that have been sitting in their homes for a long time and depleting their financial savings do not and cannot suddenly return to their old consumption habits. The impact of falling oil prices in a large geography such as Russia and the reduction in consumption due to Covid-19 will ultimately result in a reduction in expenditures. For this reason, it is important for our companies to manage this year correctly, especially financially.

One of the things that need to be done is to ensure market diversity. Since the day we took office, we have contacted many countries around the world and worked to promote Laleli. Today, Laleli and its valuable companies, which are known and appreciated worldwide, should seek smaller-scale businesses and customers from different countries and geographies rather than focusing on a specific main market. In this way, we will have the chance to meet new buyers in new markets and present our products while minimizing the risk. Again, focusing on digital channels and making investments in this direction will allow our companies to be recognized and turn this into commercial output. It seems that this process will draw a new future for companies that know how to live with it and manage it, rather than finding a solution in the short term. Our companies that can achieve this and overcome this difficult period will be able to showcase themselves as valuable brands for our country. We can move Laleli to a new phase by acting together and turning this difficult period into gain. The global reaction to products originating from the Far East is especially important for countries like us that produce and can offer it very well. In this respect, I care that our companies do not lose hope and read this period, called the new normal, carefully. In the new age, those who act faster, more proactively and more rationally will win. Our companies that turn crises into opportunities, see it as an advantage rather than a road accident, and act in this direction will be able to emerge from the Covid-19 epidemic without loss. While it is predicted that nothing will be the same as in the past, our companies that can already internalize the rules of the future can stand out as frequently heard brands in the coming years.

A Turkey that can be a bridge between Europe, which operates sluggishly in production, and Asia, which carries out active production in distant lands, will successfully pass this difficult test. As a country that can both produce effectively and present it successfully, we will continue to be indispensable, especially in our nearby geography. Laleli will be one of the most important actors of this period. Just like in the past. This knowledge, experience and dynamism is available in every company. As long as we overcome these difficulties together. Afterwards there is spring, afterward there is freshness.

Kind regards,

Giyasettin EYYÜPKOCA

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