It is perfectly possible to compete with Chinese boards, in fact for OEM users (that means only very basic support, and reasonable quantites) I am able to match or even better the price you can get from China, with a better spec board. Take a look here:
The "board only" price is for one off quantities, but if you buy in bulk, there is plenty of room for negotiation. I'm also going to be able to drop that price when I get quantities up. At the moment I am only buying in batches of 100, and there is still room for price improvement for larger batches.
That is for an Atmega based board with open source code, guaranteed original parts (Atmel and Maxim), and lots of optional extras if you want to go down the path of using WiFi for getting the time from NTP.