My reaction to this sentiment is that they fill the same need in Europe as Uber did in the USA. They found a way to operate in a market while avoiding its regulations and are therefor able to offer much lower prices as their competitors who still follow the regulations.

Europe has historically had pretty strict consumer protection laws, and ever since the end of the Cold War these consumer protection laws have been slowly chipped away. When I was a kid for example companies were not allowed to target children in their marketing material. When American media became predominant in the continent, instead of enforcing our own consumer protection laws against American advertisers, regulators just ignored it and allowed it to proliferate, effectively making ads targeting children legal in the continent. Regulators have been showing the exact same inaction towards Chinese retailers breaking our own laws as they did towards American advertisers three decades ago. I foresee that consumer safety laws getting the same fate as the ban on ads targeting children.