why its hard for non big3 girl group to maintain their popularity?

It's not really a curse. The big3 have branding as a company, and they use that to their advantage.

I also think that's why smaller companies are still doing good besides profits and whatnot; Because people know the companies and what idols they have. Like when I think of AoA I think "Oh FNC!"

Anyway happy 8th mamamoo anniversary

The answer is pretty simple. Because they don't have company stans waiting for them to blow up.

I mean "non big 3" groups have to consistently make a listener happy for them to become a fan of them. If casual fans don't like your back to back comebacks, the possibility of them giving a listen to your music goes down let alone be your fan. That's why it is very rare to see "non big 3" groups be successful in their initial years because they have to steadily grow their fanbase little by little.

With the privilege of company stans "big 3" groups can afford to have 2 non favourable comebacks because there will always be ample amount of people waiting for them to like your songs. They just wait for that one song. Especially company stans. You will see almost all "big 3" girl groups have a big hit under their belt in their first year. Because people are waiting for them to blow up.

Sometimes it's not great managing from the company's side. Like with OMG, they took too long to comeback and that wasn't a good thing I think.

But also, I guess luck is part of it and sometimes you'll have a high that lasts for a bit and doesn't stay. At least with big three groups you have company stans to keep them more a float. To always be checking in because of brand name regardless of music quality.

Because many fans of those Big 3 groups, are also fans of other groups in the same company.

It is not necessarily a company stan thing but it just works that way. Like even if they aren't fans, they will still check out those groups, and hence they help each other maintain relevance

it's because rightly or wrongly the big3 (and now the big4) have a history of producing "good" groups so therefore any new group that comes out has an added advantage - privilege if you will based on previous conduct

same as if companies such as apple or samsung release the next iphone/galaxy phone etc etc because they are known to be good at producing existing phones you give the new phones a chance compared to a different company which is why a non-big3/4 group has to earn that right and not have it from beginning

This is basically the growing level of JYPE GG's for Performance.

The expectation for the Big 3 GG continues to grow with each debut but the Big 3 have Experts that are recruiting, auditioning and training girls to reach higher standards.

It doesn't mean that the Big 3 GGs are the best, it does mean that those GGs are among the highest for Skills and naturally Visuals.