The Reconstructive Effects of C2M Reverse Customization on Manufacturing Supply Chains: A Case Study of Midea Group

Driven by the digital economy and industrial internet, the manufacturing industry is transitioning from "mass production competition" to "flexible response competition." Among these changes, the C2M reverse customization model, which connects users directly to factories, plays a significant role in supply chain restructuring. This study aims to analyse the achievements and challenges of Midea Group, a home appliance company, in implementing this model, and to explore how this model transforms traditional manufacturing supply chain relationships, operational processes, and management strategies. This study adopts a case study method, using Midea Group's "T+3" model as an example. This model relies on an independently developed industrial internet platform to achieve the entire process from order placement to logistics delivery within 12 days. The study found that the C2M model reshapes the node relationships and operational methods of the supply chain by shortening supply chain links, using data to guide production, and promoting flexible collaboration among all parties. Theoretically, this study extends the "static resource ownership" emphasized in the "resource-based view" to "dynamic resource co-creation," enriching the interdisciplinary research on reverse customization and supply chain restructuring. Practically, it provides referenceable experience for the transformation of manufacturing. However, the study also points out that while this model reduces the amplification effect of demand fluctuations, it faces challenges such as high technical investment costs and risk to supply chain stability.