alt Hacker NewsUPU reforms were 6 years ago. EU/NA local posts hasn't been subsidizing PRC shipments for awhile. PRC volume vendors dispatching from local warehouses now, they simply sorted out their logistics from mainland to bulk/volume air freight to warehouse to private delivery for last mile to be more efficient than shipping within EU.
Except shipping from China really isn't cheaper than shipping within EU. You just do it from a reasonable hub, or get a third party to handle this for you.
Look at how The Hut Group handles logistics for MyProtein for example.