How the education industry is surviving the population cliff: focusing on loyal customers instead of new sign-ups

[Financial News] Education companies are stepping up their "member-only" lock-in strategies to prevent existing users from leaving and to boost loyalty. As competition to attract new members intensifies amid a shrinking school-age population, keeping existing customers has emerged as a key survival strategy that will determine corporate sustainability.
According to the education industry on the 25th, major education companies are rolling out specialized services available only to members, ranging from detailed learning assessments to lifestyle promotions such as culture and travel.
First, many companies are trying to improve learning continuity by leveraging their core expertise, such as learning diagnostics and personality analysis.
Yoons English will hold the 11th Yoons English Academic Assessment (YSAT), a member-only exam, from September 1 to 8. Introduced in 2021, the assessment provides a comprehensive review of phonics, vocabulary, listening, speaking, reading and writing. It also gives test-takers a nationwide percentile ranking and a report analyzing strengths and weaknesses by section, helping with long-term learning management. Pre-registration runs through the 31st.
elihigh is currently offering a "learning competency test" for members in grades 3 through 6 of elementary school. Using a dedicated device, it analyzes learning attitude, habits, strategies and stress, then identifies eight learning types to suggest customized study methods. MegaStudyEdu will also hold a closed lecture on September 4 for its specialized high school track members, titled "Roadmap to Specialized High Schools and autonomous private high schools," further differentiating its admissions content benefits.
There is also a growing number of cases in which companies combine education with lifestyle benefits in areas such as culture and travel to prevent parents and family customers from leaving.
Daekyo is offering a 20% on-site discount promotion for the "Studio Ghibli Exhibition" in Jeju Province for customers using its brands such as Noonnopi, Summit and Soluni through December 31 this year. KYOWON Group is offering Kumon members up to 200,000 won in discounts, depending on the payment amount, when they book package products from the travel brand "Travel Easy."
An education industry official said, "As marketing costs for attracting new users continue to rise, strengthening member-only services to increase long-term usage is an essential strategy for brand sustainability," adding, "Competition to differentiate customer benefits and satisfaction will become even fiercer."  

[email protected] Kim Man-ki Reporter