I wouldn’t go totally off brand and totally non branded I don’t think. Tuya make Zigbee plugs and are a big China brand. I don’t really use Zigbee devices though as all my devices are Z-Wave.
Ezlo supported Zigbee devices
https://community.ezlo.com/t/ezlo-platform-supported-zigbee-clusters-and-devices/212648
Ezlo supported Z-Wave devices
https://community.ezlo.com/t/ezlo-platform-z-wave-supported-command-classes-devices/212644