It's really just the warranty, customer service, perhaps lower chance of software related issues, at the expense of performance and price. I don't think longevity is an issue from a hardware perspective - they're designed and built properly (unlike a lot of western stuff, and unlike less known Chinese stuff) and I think SMSL/Topping/Gustard even use Japanese capacitors exclusively. Whereas my American made Bricasti M1 SE with its 5 figure MSRP puts electrolytic capacitors right next to heat sinks - I trust my SMSL SU-X to last longer than that, while delivering a higher level of performance, having more connectivity options, and being half the size and under 1/10 the price.
What we're seeing from these brands is the typical evolution of electronics: higher performance, smaller size, greater efficiency, lower price. As for sound character, many of these ChiFi DACs let you select optional gentle slope filters and even "tube mode" EQ presets, though in my SMSL SU-X those tube modes still perform WAY better than actual tube gear and thus don't sound like tube gear.
If you don't want to go with ChiFi, make sure whatever you go with at least measures good enough to be fully transparent with 16-bit audio (96 dB SINAD and dynamic range), has a flat frequency response in the audio band, and has a decent reconstruction filter with a sharper cutoff and good attenuation. Avoid DACs that have their own custom made discrete digital to analog conversion circuitry - those almost never meet these goals, though surprisingly Denafrips has managed to with the Ares II and Chord does too. They're the exception to the rule though.