HEADING News

Founded in 2005 in Quezon Province, Philippines, by a Chinese entrepreneur, the ATAW Group is one of the fastest-growing small commodity chain department store groups in the country. Starting from a 20-square-meter store in a small town, it now operates over 20 stores spanning 2,000–6,000 square meters across 22 cities, and the total number of SKU exceeds 400,000. The group manages four brands: ATAW Hypermarket, HAPPYGO Shopping Mall, MIUTISO, and BIU Bookstore, providing affordable and high-quality Chinese products such as toys, daily necessities, office supplies, apparel, small appliances, and books to local consumers.

ATAW’s HAPPYGO SHOPPING CENTER

As a fast-growing retail enterprise, ATAW faced bottlenecks when using traditional SaaS retail software as the number of stores increased rapidly. Especially when the number of stores approached 10, the system became sluggish, and the stardardized SaaS reports could no longer meet the enterprise’s requirements for data statistics, which seriously affected the store’s operation efficiency and customer experience. In addiditon, ATAW also faced complex problems such as multi-format management, multi-organizational structure, and refined management, all of which required a more efficient and flexible management system for support.

On June 20, 2018, HEADING partnered with ATAW to provide comprehensive IT support for its HAPPYGO and ATAW SHOPPING brands. The collaboration enhanced supply chain optimization, enabled intelligent upgrades, and laid the groundwork for O2O integration. HEADING’s private ERP system empowered ATAW with refined management tools, seamless e-commerce integration, and multi-format scalability.

ATAW’s MIUTISO Boutique Supermarket

HEADING’s private ERP management system fully supports integrated online and offline management, achieving seamless connectivity between stores and e-commerce platforms such as Lazada and Shopee. ATAW headquarters can monitor online and offline sales data in real time, ensure new products are synchronized across all platforms, and realize real-time updates of inventory and pricing.

HEADING’s private ERP management system provides comprehensive management functions and reporting analysis capabilities, enabling ATAW to achieve refined operations. Particularly, the automated replenishment function—based on historical data and algorithms—significantly reduces employee workload while enhancing the timeliness of replenishment and makes the replenishment quantity more accurate.

The system fully supports the management of diverse formats such as comprehensive department stores and boutiques, meeting ATAW’s multi-format operational needs. Whether for hypermarkets, boutiques, or specialty stores, centralized management is achieved under a single efficient and unified system, ensuring smooth and efficient operational processes.

As the foundational architecture, the ERP system has helped ATAW successfully build a comprehensive informatization framework, achieving seamless integration between HR systems and the ERP system for unified employee account management. Simultaneously, seamless data interaction between ERP business documents and financial systems has been accomplished, constructing a highly efficient and accurate information communication flow bridge.

ATAW’s BIU Bookstore

Since ATAW adopted HEADING’s privatized ERP management system, the enterprise’s operational efficiency has been significantly improved. Problems such as system lags and slow responses have been effectively resolved, and the store’s operational efficiency and customer experience have been greatly improved. At the same time, this system has also helped the enterprise achieve refined management of multiple formats and multiple organizational structures., laying a solid foundation for the enterprise’s future development.

HEADING’s ERP solution helped ATAW expand from two brands to four brands, from hypermarkets and shopping centers to specialty stores. The number of hypermarkets has grown from less than ten to more than twenty this year, and the number of specialty stores has grown from zero to more than ten. HEADING’s ERP has supported ATAW’s multi-format retail business and accompanied its rapid development!

Retail business in Southeast Asia is entering the golden age of primary expansion. Its business ecosystem is quite similar to the booming scene in China a dozen years ago, and it is at a crucial stage of competing in internal strength. In this context, those who can intensively cultivate internal management and build a solid internal strength will stand out in the expansion wave. That being said, HEADING’s well-developed retail digital intelligence system, which has been polished over the years, has integrated into and adapted to the unique needs of the Southeast Asian market after completing the localization transformation of the operating language.

In the Philippines retail market, local brands like ATAW and DIVIMART are leading the digital transformations. They have realized online-offline integration with the help of HEADING’s organizational solution, improved service quality and operation efficiency. At the same time, they are also actively expanding into international markets, promoting Philippine-characteristic products to Southeast Asia and even the entore world.

Through precise localization strategies and flexible implementation, HEADING will continue to empower enterprises to strengthen internal management, accelerate growth, and gain advantages in the fierce market competition aand achieve leapfrog development in Southeast Asia’s dynamic retail landscape.