The paper proposes a novel design concept for the wind turbine rotors. The design is composed of the segmented blades and a hinged-rods support structure (SBHR) as a means of reducing weight through alleviating the moment on the blade. A prototype of the design is manufactured. Focusing on the hinged-rods support structure (HASS), a method combining the experiments and numerical calculation is developed to analyze its feasibility. The experiments in the wind tunnel platform were conducted to measure the loads at the root of the isolated blade and in the rods. A numerical model was developed to describe the designed wind turbine rotor using the measured loads in experiments. In the model, the mounting locations of the hinged rods significantly affected the moment distribution on the blade. Thus, two dimensionless indexes were determined to analyze its influences. The model perfectly explain the characteristics of the novel structure under different configurations. The results demonstrated that the moment of the blade below the hinged location were alleviated, which reduced the requirements for the material. A 43.1% reduction of the maximum moment can be achieved in the design. In addition, the gross reduced weight of the blade was estimated to be 35.4% based on the blade mass distribution along the span. (C) 2014 Elsevier Ltd. All rights reserved.