The present invention relates to a decorative lamp stand with interchangeable retaining ring assembly, having a design having a malleable stand and retaining rings, mainly using a square latch member as link between intervals by the axle of the stand, and the circumference of the retaining ring is coupled to an embedded connecting section, and such connecting section member has 4 sets of corner bars, and the inner angle at the end of each bar is substantially 90° in both directions with respect to the latching surface. A curved board separates two corner bars such that a fixing groove in a cross shape in the middle of the four corner bars can make adjustment to the variable angles of 90° in both directions or 180° for the coupling and positioning of the square latch member at every interval at the end of the embedded stand. The formative design or figure of a bendable stand is used to enhance the diversification, utility and performance of the media and the advertising on industrial operations.