Anitech Aims 25M Deliveries with TikTok Affiliates, Cat Company, Miffy
Anitech, the consumer tech brand under Smart ID Group, is expanding its TikTok Shop affiliate network from 4,800 to 10,000 by 2028 and launching new character collaborations including Thai-created Cat Company and Dutch icon Miffy. The company aims to grow annual deliveries from 20 million to 25 million units while expanding across ASEAN markets. CEO Pitchayan Hongphakdi emphasized the shift toward shoppertainment and AI-driven personalization to reach new-generation consumers.
Anitech accelerates business expansion to adapt to digital-era consumer behavior, partnering with TikTok Shop to build a nationwide affiliate network of content creators and product recommenders. The company aims to increase affiliates from the current 4,800 to 6,000 by 2026 and 10,000 by 2028, while maintaining strength in offline channels and distributor networks under an omnichannel strategy.
Simultaneously, the company pursues a character marketing strategy, extending collaborations with Snoopy from Peanuts and Sanrio characters by launching Cat Company, a Thai-created character, and Miffy, the famous Dutch character, in the fourth quarter of this year. This aims to expand the lifestyle customer base, differentiate products, and create long-term growth opportunities. The target is to increase delivery volume from over 20 million units currently to 25 million units by 2028.
"Anitech is entering its 22nd year of operation. Over the past 20 years, the company has focused on developing quality consumer technology and electronic products with beautiful designs that meet real usage needs. We now have over 1,000 products covering diverse categories and have delivered more than 20 million units across multiple countries," said Pitchayan Hongphakdi, CEO of Smart ID Group Co., Ltd., owner of the Anitech brand.
Regarding product diversity, the company currently develops more than 100 new products annually, expanding markets in Thailand, Myanmar, Cambodia, Laos, and Vietnam, while exploring trade opportunities in other ASEAN countries to enhance competitiveness and support future growth.
However, amid rapid changes in technology and purchasing behavior, the company must rapidly adapt in products, sales channels, and customer communication. It is adopting technology for internal management and expanding marketing opportunities through digital platforms.
"Expanding sales channels via TikTok Shop addresses new-generation consumers who discover products not only through traditional retail but also through short videos, reviews, and recommendations from creators they follow. This makes shoppertainment — blending entertainment with shopping — increasingly important," Pitchayan said.
Additionally, the trend of artificial intelligence (AI) playing a role in product recommendations and creating personalized shopping experiences requires the company to develop customer engagement approaches aligned with this direction, allowing consumers to discover products from diverse perspectives, including work and lifestyle.
