This.
My fears about them having zero retail presence in what is probably one of the most fiercely competitive industries looks like it has merit.
Aside from international orders that should simply be a case of buying on a (their) website and being told a delivery estimate, not being present on the Chinese high street means they need to spend money for others to stock their phone. It looks like they don't want to do that because of the margin hit and thus are being extremely conservative with production volumes.
It appears the phone has been costed for online channel sales (low overheads) and ignored the all-important retail distribution portion.
The bone-headed concept of inviting customers to buy should have been squashed at first mention. It sounds terrible. Any company that thinks it's a good idea to dictate when can spend their money should consider how that makes them look.
At the end of the day, there are plenty of other similar phones that they will lose sales to. No use having a great product if nobody can buy it. Or worse, you actively make it more difficult to do so.