In order to support advanced collaborations among smart products, services, users and service providers in a smart product and service ecosystem (S-PSS), this paper proposed a service-oriented hybrid digital twin (DT) and digital thread platform-based approach with embedded crowd-/service-sourcing mechanism for enabling advanced manufacturing services. This approach is well supported by the ecosystem interaction intelligence of digitally connected products, services, users, and service providers via Internet of Beings (IoB) (Things, Users and Service providers). First, driven by industrial application needs in heating industry, a conceptual model of the service-oriented hybrid platform integrated with crowdsourcing mechanism is developed, which supports the concepts of product DT, service DT and human user DT. Second, the key system realization techniques are developed to integrate service crowdsourcing and service recommendation for realizing smart services. Finally, a case study is carried out for evaluating and confirming its feasibility.