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Academic Journal of Business & Management, 2022, 4(3); doi: 10.25236/AJBM.2022.040317.

The Development Status of Netflix Restaurants Before and After the COVID-19 —— Taking “MIXUE ice cream and tea” as an example


Weihao Sun1, Yibin Jiang2

Corresponding Author:
Weihao Sun

1Department of Economics, Sungkyunkwan University, Seoul, South Korea

2Department of Financial, Binhai College of Nankai University, Tianjin, China


At present, the market has seen the rapid development of the Netflix industry, as exemplified by Netflix restaurants, where companies can make huge profits in a short time through network communication, packaging, and promotion. Because the threshold of entry is low, many businesses see the value of the industry and flock to it in an attempt to share the profits, causing this industry to be mixed. In this article, we will analyze the current situation and marketing strategies of Netflix restaurants from the perspective of consumers, to help enterprises establish their brand image, expand their brand influence, and improve their profitability.


Netflix restaurant, Netflix dining, MIXUE Ice cream and Tea, COVID-19

Cite This Paper

Weihao Sun, Yibin Jiang. The Development Status of Netflix Restaurants Before and After the COVID-19 —— Taking “MIXUE ice cream and tea” as an example. Academic Journal of Business & Management (2022) Vol. 4, Issue 3: 95-98. https://doi.org/10.25236/AJBM.2022.040317.


[1] Where is "Netflix" going? From doing superficial work to core values-Xinhua. http://www.xinhuanet.com/food/2017-05/11/c_1120952187.htm. 

[2] MIXUE ice cream and tea – Sogou Pedia. https://baike.sogou.com/v7803177.htm?fromTitle=%E8%9C%9C%E9%9B%AA%E5%86%B0%E5%9F%8E&ch=frombaikevr

[3] The research report on MIXUE -Knowledge. https://zhuanlan.zhihu.com/p/266643388

[4] 8 billion of profit a year, behind the wealth of secrets of MIXUE: not by selling milk tea to make money - Tencent News. https://new.qq.com/rain/a/20211009A06BZ700

[5] Brand Introduction|Mixue Ice City-since 1997 ice cream and tea chain brand https://www.mxbc.com/brand