Yi is a definitely a weird company in the camera makers word. While Sony, fuji and the likes are marketing their cameras as part of of a complete life style story, YI is more focused on technical specs and price.
This is how they marketed the YI 4K, and this is their approach with the Mirrorless YI – M1.
We had a quick play with the camera at photokina and the camera is different in some ways from what we have learned to expect from mirrorless cameras. (there will be a full review coming soon too) .