consumertomanufacturer

Consumer to manufacturer (C2M) is a business model in which consumer demand directly informs the production plan of manufacturers, bypassing traditional intermediaries such as wholesalers and retailers. The term is often used in the context of mass customization and on-demand manufacturing, where digital platforms connect buyers’ specifications to factories.

How it works: Consumers submit orders or configurations through online platforms, specifying product features, materials, sizes, and quantities. The platform aggregates demand, communicates specifications to manufacturers, and uses flexible manufacturing systems, digital design tools, and data analytics to tailor production. Production can be conducted in small batches or one-off runs, with inventory reduced since items are created to order.

Benefits: For consumers, it can offer customized options and better pricing due to lower intermediary costs. For manufacturers, it reduces inventory risk, enables faster time-to-market, and allows efficient scaling through data-driven demand signals. It supports waste reduction and more precise production planning.

Challenges: Requires investment in digital infrastructure, data capture, and flexible manufacturing. Coordinating design variability, ensuring quality control, protecting intellectual property, and managing longer lead times can be difficult. The model also requires reliable demand signals and robust after-sales support.

Examples and scope: The C2M approach is applied in various sectors, including consumer electronics, footwear, apparel, and furniture, often via online customization platforms or on-demand production networks. It is seen as part of the broader shift toward mass customization enabled by digital manufacturing and the Internet of Things.