I had the same question a while ago. IMO the Chinese buy the Complete Reel, or even more, maybe they buy a lot of 10, 50, 100 Reels of some components for 2 reasons:
1) they Produce A LOT of Consumer Electronics.
2) they Sell A LOT of Components.
The USA resellers, on average, charge 300% to 500% more for Less than 10 units than the Reel price. I think china prefer to charge 20% or 30% more for unit price.
Another problem, the USA seller charges a high shipping price even for domestic shipping, China sends it free or for a small value.
Is sad, but even living in the USA is cheaper to buy American Components from China. There is a risk of fakes, but the price is much better.
I wrote to an American reseller asking why their price was 8x more expensive, they don't care about that. I think in a few years, these American resellers will disappear: Digikey, Mouser, Arrow (Arrow is almost Chinese), and Newark (UK)