Because it is an official facade, the product itself must be genuine (imagine that if the flagship store sells fakes, there may be genuine products elsewhere, so the brand will not be smashed)
On the other hand, when the supply of a brand far exceeds the market demand, the brand needs to find a channel to help distribution, so it needs to give some profits to the dealer, or the dealer can ask the brand for a wholesale price lower than the official price because of the large demand, so there will be a price difference, and then people who choose the brand will go directly to official website to buy it, while some price-sensitive users or channels can give lower prices in the early days when the network is not so developed, so we, as consumers, are certainly more willing. Or let's change our thinking, assuming that the brand makes the product price just profitable, then it has no extra funds to promote the product, and the merchants are naturally unwilling to help promote it, because the purchase price is the official price, and you, as a dealer, are more expensive than the official price. Under the premise of sufficient supply in official website, who will be willing to pay a higher price to buy a shoddy channel product?