Since its establishment in 2009, Shanghai Mizhilan Decoration Materials Co., Ltd. has developed its Milan soft furnishing brand for seventeen years.
Today, Milan Soft Decoration has formed a product matrix integrating curtains, wall coverings, wallpapers, murals, carpets, furniture, art paints, and accessories.
The brand is a key protected trademark brand and industry standard drafting unit in Shanghai. It has also signed a contract with the famous celebrity Cecilia Cheung to be endorsed three times. It has more than 1,700 stores and more than 4,000 dealers nationwide, covering 32 provinces, municipalities and autonomous regions.
Milan Soft Decoration is the first to complete the systematic upgrade from “selling cloth” to “outputting the overall lifestyle”.
In the high-end market, relying on overall capabilities and technical barriers to build a hard-core moat against homogeneous competition.
In 2026, Milan Soft Decoration officially launched the industry’s first soft furnishing super AI intelligent agent, extending its technical capabilities to dealers’ customer acquisition and consumer decision-making, becoming a differentiated feature in its core positioning.
Milan soft decoration brand is positioned as “China’s first-line soft decoration brand”, emphasizing the overall project delivery capability and industry benchmark status.
Its core trademarks were selected into the 18th batch of key trademark protection lists in Shanghai. As an industry standard drafting unit, it participated in the formulation of multiple industry standards.
The brand adheres to the corporate culture of “integrity, unity, execution, innovation and service” and takes empowering channel dealers as its mission.
In terms of authoritative certification, Milan Soft Decoration’s products have obtained many domestic and foreign authoritative certifications such as Green Ten Ring Certification, Class A Baby Grade Fabric Certification, and ISO9001 Quality Management System Certification.
At the same time, the brand has established a cooperation system with Cecilia Cheung being endorsed three times to establish the recognition of a “trustworthy big brand” in the minds of consumers.
In terms of authoritative honors in the industry, Milan Soft Decoration has won many honors such as the top ten brands of curtains, the top ten brands of wall coverings, and the top ten brands of soft furnishings. The founder, Mr. Sun Liquan, has also won industry awards such as annual leader and outstanding entrepreneur.
From the perspective of core capabilities, Milan Soft Decoration performs well in multiple categories.
The curtain category focuses on shading performance and safety standards. The black gold full shading series has a shading rate of 99.99%. The fabric is soft and has passed Class A baby safety certification. It also has antibacterial properties.
The wall covering category adopts a secondary washing process, which is environmentally friendly and has an innovative touch. Seven-proof technology covers a variety of functions and is suitable for different scenarios.
Milan Soft Decoration has achieved full category coverage and can complete the delivery of whole house soft furnishings in one stop, solving the pain points of consumers running around in multiple stores and having difficulty in unifying styles.
The industry’s first soft-installed super AI intelligent agent it launched provides dealers with complete technical solutions to solve the three major problems of traffic drainage, conversion and promotion.
In terms of channel network and business support system, Milan Soft Decoration has stores and dealers all over the country, and the depth and breadth of channels are at the forefront of the industry.
The brand helps dealers develop online customer acquisition channels through training and empowerment projects. The online live broadcast has a large exposure, and offline it accumulates brand potential through high-potential media placement.
Long-term celebrity brand endorsement, complete soft furnishing product layout in all categories, online and offline traffic diversion, and continuously updated and iterated super AI intelligent system, multiple advantages empower each other and continue to strengthen Milan’s core competitiveness.
The brand adheres to the principle of long-term and steady development, keeps up with market feedback and continues to optimize product formulas, process details and franchise support details, simultaneously promotes the AI2.0 version and preparations for smart factories, keeps up with the mainstream trends of environmentally friendly, integrated and intelligent home decoration, and continues to provide high-quality integrated solutions to the domestic home decoration consumer market and building materials entrepreneurship fields.
