I've purchased this player
Yikes. I hope you threw away the bundled SD card.
I'm noticing that DAP's for which a Rockbox port is available are quite a bit more expensive than ones for which there isn't.
The short answer is that these cheap DAPs are built on SoCs/platforms that have far too few resources (mostly RAM) for a recognizable-as-rockbox port. Approximately all of them are based on SoCs whose only available documentation is in Chinese -- if any documentation can be found at all. They also rely on hardware decoding, and it is rare that the UI isn't just a slight reskin of the very limited (due to a lack of hardware resources) reference software that the original designers came up with.
The longer answer is that the middle tier of the DAP market is almost non-existent now, having been repladed by the smartphone that most folks already have. You're left with (1) folks for whom price is the primary consideration, leading to that shovelware crap that dominates the market, and (2) "audiophiles" that prioritize that have far more money than sense. I don't know how well the ErosQ family sells, but we're grateful they're still in production and not afflicted with expensive and power hungry gimmicks like dual DACs and the usability nightmare that is a touchscreen.
In fact I'm wondering why all these Chinese companies making crappy MP3 players with crappy software aren't simply porting Rockbox to their hardware. It would save them money in software engineering costs and result in a lot more happy customers!!
To be honest, I'm quite glad these letter salad Chinese manufacturers ignore Rockbox. If they did a port themselves it would be a horrible janky mangled mess, they would not provide any source code at all (GPL? What GPL?) and accomplish nothing beyond tarnishing our reputuation.