Even Novatec has been a so called "no-name" hub for long. They sold (and sell yet) through your hated Alibaba all over the world, in your as well as in my country (Italy). To overcome the "western" prices, I started assemblying my wheels with Far Eastern rims (Farsport, 7-Tiger) and hubs (Novatec, Bitex and Powerway hubs). Great products, as good as the brands you named, but they are getting market, so it is time to explore new brands to recover money. At the moment ARC and Goldix seems to be the emerging brands, however they clearly still swim in deep water.
In any way, they are not new actors in this world, they already produce for several international brands.