Abstract: Under the production mode of instant customization, customers are more and more strict to the requirement of response time and how enterprises response to customer demand quickly has become the focus of the time based competition. In order to satisfy the demand, an innovative “one-to-many” supply chain system which composed of one supplier and N retailers is designed. Considering the demand is sensitive to price and time, at the same time, price is affected by the response time, the reasonable response time of centralized and decentralized supply chain have been determined respectively. Finally, through example analysis and comparison, it verifies that centralized decision-making is more conducive to the development of the supply chain. It is significant to provide decision-making tools and reference for enterprises to win in the market competition.