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To respond to customer needs and achieve customized manufacturing, the manufacturing industry, as represented by electronics assembly companies, has embarked on a path of business model transformation (customer to manufacturer [C2M]). The purpose of this paper is to examine the practical application of assembly line-Seru conversion in a Chinese electronics assembly company during the C2M transition.

To begin with, this paper proposed a production line improvement scheme suitable for the conversion of C2M manufacturing enterprise assembly line-Seru based on an analysis of the difficulties encountered in the existing production line of A company in China. Then, a mathematical model was presented for the minimum value of the makespan and the maximum workers’ expenditure between Serus. Finally, the SA-NSGA-II algorithm and the entropy-weight TOPSIS approach were used to determine the optimal scheme for Seru unit, batch, product type and worker distribution.

Seru production and multiskilled workers are more suited to the C2M business model. The most effective strategy for worker allocation can reduce the number of employees and makespan in Serus. Additionally, the performance of the SA-NSGA-II algorithm and the method of selecting the optimal solution from the Pareto solution by the entropy-weighted TOPSIS method is also demonstrated.

Through a detailed study of how to transform the production line, other companies can apply the methods outlined in this article to shorten the delivery time, make full use of the abilities of workers and assign workers to specific positions, thereby reducing the number of workers, workers’ expenditure and improving the balance rate of production lines.

Given the scarcity of studies on the production method of C2M-type firms in the prior literature, this paper examined the assembly line-Seru conversion problem with the goal of minimizing the makespan and worker expenditure. To address the NSGA-II algorithm’s insufficient convergence, the simulated annealing process is incorporated into the method, which improves the optimization performance.