They lack SHOCK factor and IT girls.
Kpop sells based in visual, hype and not just good music. This is the same thing happening with IVE too unfortunately. As time goes by,people get bored of your repeitive concept.
Aespa latest 4 title tracks stay in their lane but are diverse. Knetizens were praising them for staying with their metal sound but all 4 are different taste. NJ reiginite the love for Y2K sound and then go R&B with Get Up. Lesserafim switched their sound after people complained about Unforgiven and they found success with Easy and Smart.
Switching is not a bad thing but it has to be done tactfully.