This is a response to the post published by classmate Allen Ma.
Mass customization comes with the development of e-business and it surpasses e-business by providing products based on what individual customer orders online.
Mass customization is the future trend. From aspect of consumers, mass customization can meet their needs and enhance shopping experience. To producers, it is an efficient way to attract more customers and reduce risk of overproduction.
However, mass customization is not practical to all companies. The failure of employing mass customization is caused by many reasons, e.g. not user-friendly website, long shipping time and not touchable. In recent years, mass customization is most successful in computer companies and sportswear business since price of computers and sportswear is not too high when compared with cars. It is easy to make up mind to buy one without trying them. The other reason is that the cost of individual customization is relatively low when it is just to switch some replaceable parts.
Mass customization is the future trend and customization will not be limited to the color and replaceable parts.