Actually I must apologise, I misunderstood what tavelo is and can understand their prices now. They're not a bike company, they're a marketing company selling bikes, it's like specialized on steroids. They charge this much because they can. At the end of the day it doesn't matter what the value proposition product is if it sells.
Their exorbitant markup for non-chinese market is because every frame they sell here potentially loses them eyes in their main market and because they don't really need us the sales quantity losses are balanced out by the suckers that will pay this much.
I think this is overly cynical.
Ultimately, all carbon road bikes are luxury goods. Even the cheapest Tiagra build. So there is some form of "value", but it's not the typical add up all the components on a spreadsheet and divide by $. A lot of it is intangible. The big selling point for Western brands IMO is pro Peleton credibility. If your bike is in the TdF or other big pro races, it's legit and the sky is the limit on pricing. Unless I'm mistaken, that's exactly how Giant and Canyon went from run of the mill OEMs to premium bike sellers. In fact the only big Western brand I can think of that isn't in the pro circuit is Factor.
So IMO all brands like SEKA and Tavelo need to do to legitimize their brands is get in the pro circuit. They don't even have to be that good. Personally IDGAF about pro cycling nor would I pay more for a bike on TV. But someone could easily come up with reasons why even a cheap Aliexpress build is a waste of money.