With the rapid development of new information technologies and the digital economy, consumer behavior patterns are undergoing significant changes, which forces many enterprises to innovate their existing business models in response to the new market environment and consumer demands. From the perspective of personalized product customization, this study employs a case study method to explore business model innovation in manufacturing enterprises in the digital economy. The findings reveal the following: ( 1 ) To achieve personalized product customization services, enterprises need to establish three basic functional modules: consumer personalized demand collection, internal data centers, and personalized product customization platforms. (2) Consumer demand information for personalized products serves as the key driver for data center operations and the coordination of the product value chain. ( 3) Business model innovation in the digital economy requires enterprises to enhance their capabilities in data collection, analysis, and application. This study provides a practical approach to business model innovation in the digital economy and offers useful insights for enterprises seeking to advance their digital transformation.