It's one thing to compare Cree and Luxeon, the higher up brands with lumens and watts. But when you look at some random Ebay led that says it gets 100lm/w, that's not even remotely comparable. What are the chances it actually has 100lm/w? Low. You don't use mW and Lumens when comparing a Cree to a Chinese. Especially in a thread about multichips that never use Cree or Luxeon anyway. It's assumed that they are of the lower efficiency. However, the Chinese leds are still more efficient than 70lm/w in most cases.
In a thread not specifically about Chinese chips, then yes, you could state things in terms of lumens and whatnot. But much more commonly, because of the slow, steady growth of leds in efficiency, it is easier to simply say you need 30% more power with off-brand leds and say something like 400w for 200g.