Do you have a more specific example? Xiaomi's site, Mi.com, for instance doesn't seem to cover every EU or European country (e.g., Bulgaria, Croatia, Norway, Switzerland, etc.). Are you referring to OPPO or OnePlus as a "cheap no name Chinese phone"? They account for about 10% of the global sales (as does Xiaomi).
it’s funny that cheap noname Chinese phones have no problems with selling it directly in every EU country.