China Railway 12306 APP (hereinafter referred to as 12306) is the only official ticketing app of China Railway, an important brand and window for the railway sector to serve the society and the people. The opening of the poverty alleviation mall on 12306 is an important measure for China Railway to implement the decision and deployment of the Party’s Central Committee and the State Council to win the battle against poverty. It is also a practical action to actively fulfill social responsibilities and benefit the people in poor areas. With the help of 12306's brand effect and traffic advantages, a bridge for targeted poverty alleviation and overcoming difficulties is built between the vast number of passengers and the poor. It is conducive to helping enterprises and products in poor areas speed up their market exploitation, expand sales channels, reduce sales costs, enhance competitiveness, transform resource advantages into economic development advantages, and speed up the pace of poverty alleviation and prosperity.