Brand Introduction

MIHUA is an independently owned brand under Foshan Shunde MIHUA Sofa Co., Ltd., registered on March 28, 2019. Its main business scope includes beds, sofas, coffee tables, TV cabinets, dining tables and chairs, and other furniture products. It is a professional brand specializing in the research and development, production, sales, and service of whole-house furniture. It owns three major systems: fabric sofas, functional sofas, and smart sleep, providing complete sets of whole-house furniture.

Chinese Name: MIHUA

English Name: MIHUA

Establishment Date: 2019 March 28

Founder: Wan Faying

Parent Company: Foshan Shunde MIHUA Sofa Co., Ltd.

Industry: Home Furnishings

Brand Vision: To provide the world with fashionable, healthy, and original home life

Main Products: "MIHUA - Leisure", "Chuanchi - Minimalist" and other series of products

Brand Headquarters: Foshan, Guangdong

Brand Profile

MIHUA Home is a high-end home furnishing brand. Its China headquarters and production base are located in Longjiang, Foshan—a major furniture manufacturing center in China. It is a professional home furnishing manufacturer integrating design, R&D, production, sales, and service. Its "MIHUA" brand features two major series: "MIHUA - Leisure" and "Chuanchi - Minimalist," advocating a "fashionable, romantic, healthy, and free" lifestyle. It provides global families with fashionable, comfortable, healthy, personalized, original, and high-quality overall home furnishing services.

Brand Philosophy

MIHUA Home advocates a "fashionable, romantic, healthy, and free" lifestyle. It aims to create a fashionable, comfortable, healthy, personalized, original, and high-quality overall home furnishing brand.

Product Positioning

To provide global families with fashionable, comfortable, healthy, personalized, original, and high-quality overall home furnishing services.

Brand Culture

[Brand Spirit] Innovation, Leadership, Patriotism, Gratitude

[Brand Vision] To provide the world with fashionable, healthy, and original home life

[Brand Mission] To create happiness for employees, wealth for customers, and value for society

[Values] Integrity, Pragmatism, Progress, Gratitude, Sharing

[Product Philosophy] Specialized, Refined, In-depth; 1 meter wide, 1 kilometer deep

[Business Philosophy] Integrity-based, Product-oriented

[Talent View] Those with both morality and talent will be exceptionally promoted; those with morality but lacking talent will be trained and utilized; those lacking both morality and talent will be resolutely rejected.

Main Business

Mainly designs, develops, produces, and operates fabric sofas, fashionable soft beds, functional sofas, living room hardware furniture, and supporting products for overall home furnishing.

Product Style

MIHUA Leisure Series

Style Positioning: Fashionable leisure, free culture

Color Positioning: Colorful

Functional Positioning: High comfort, custom sizes, flexible combinations

Price Positioning: Mid-to-high-end

Chuanchi Minimalist Series

Style Positioning: Original minimalist design, international taste

Color Positioning: Simple luxury, minimalist

Functional Positioning: Extremely strong design, complete matching

Price Positioning: High-end

Development History

2015 Year, China production base established.

2016 Year, comprehensively upgraded brand culture packaging, promoted nationwide market promotion, and continuously improved product production technology and quality.

2017 Year, established a new sales channel system.

2018 Year, established a terminal sales training system.

2019 Year, new product iteration and R&D of the high-end "Chuanchi" minimalist series.

2020 Year, signed the famous Hong Kong kung fu superstar Jacky Heung as the brand ambassador, helping to improve the brand's terminal influence, popularity, and reputation.

2020 Year, the brand's second-generation packaging visual design was completed.

2021 Year, construction of the headquarters home experience hall, six major enterprise brand systems implemented.

2021 August 2, Year, brand advanced development comprehensively upgraded.

2021 September, Year, layout of the national market, specialized stores exceeded 100;

2022 Year, brand new image and new strategy comprehensively upgraded.

Brand Characteristics

1. 2 10,000 square meter production base located in Longjiang, Shunde, Foshan; 2,000 square meter full-scene showroom;

2. Product matching provides complete sets of home furnishing products including minimalist and modern minimalist style fabric sofas and soft beds;

3. Fabric sofa overall home furnishing original mid-to-high-end brand, with an independent designer R&D, design/color matching team;

4. Mature brand operation and management model, two new product launches per year, irregular exhibitions;

5. Perfect terminal operation management model; four large-scale joint alliance activities per year;

6. Jointly with third parties to provide professional training, model building, and practical marketing applications;

Management Team

CEO Wanfa Ying, Corporate Legal Representative: Responsible for company brand incubation, strategic positioning, channel integration, product, space, and market layout development planning, and makes decisions for company operations.

Marketing Director: Responsible for the management and operation of the company's marketing team, annual sales, and the development of store expansion tasks.

Regional Director/Assistant: Responsible for the expansion of new Mihuajiaju stores in Greater China, large channels, and the maintenance of shopping malls.

As well as the formulation and supervision of regional sales and store maintenance management tasks.