

It’s a warning, with the aim of getting them to comply with EU rules. Not a punishment to put them out of business. But repeat offenders can get repeat fines, up to 10% of global revenue (not profits) which is not a cost of business most companies can ignore.
In addition to ordering directly from china not avoiding the tariffs: it may not even be possible. Some (smaller) companies simply won’t ship to USA anymore due to the hassle of having to deal with the admin.