The purpose of this study is targeted poverty alleviation for the Youzhou Miao Embroidery by the service design which aims for analysing the potential customer and developing new retail marketing strategy. This study use design thinking and methods of service, through the analysis of stakeholders, business SWOT (Strengths Weaknesses Opportunities Threats) model, to extract users’ potential preference and promote the transformation of corporate positioning. It is proposed that Youzhou Miao Embroidery should transform from a physical store model that focuses on the production and sales of local tourism market into a new retail model that integrates online and offline. Through the research of the Sustainable product service system for minority brands, the same type of enterprises can absorb in quantity of ethnic minorities women and disabled employees who live in a depth of poor rural, by which the local economy and sustainable development in Ethnic Areas can also be promoted.

Authors: Hong Hu, Feiran Bai, Daitao Hao, Jie Zhou