Yeahmore are one of the smaller fish in the Chinese market. It started as a partnership between the ereader maker Edo and 2 media companies. They formed Yeahmore so they could better compete against Hanvon, the dominant ereader maker in China.
Ding Huiwen was interviewed by Beijing Review. Here's an excerpt:
What do you think of the prospects for China's ereader industry?
Foreign ereaders were developed much earlier and have since matured technologically. The success of Amazon, whose sales of Kindle have far out-paced that of paper books, has in effect declared victory over other e-books and ereaders. Domestically, Hanvon's fame as the only ereader in China in 2009 is now being challenged by other emerging companies. Operators, content providers and hardware companies all covet a slice of the big ereader cake. In a small amount of time, a flood of ereaders have crashed through the market, dazzling consumers with so many choices. But frankly speaking, competition is far from sufficient in the ereader market, as there are only two or three competent producers.