Leading Chinese home appliance maker Gree Electric Appliances Inc. is offering 10 billion yuan ($1.42 billion) of discounts to attract buyers to its own e-commerce platforms, the company said Tuesday.

Gree said it would launch a shopping event Wednesday in response to customers’ requests after unfulfilled shopping expectations during the “Double 11” online sales festival Nov. 11 dominated by China’s major e-commerce platforms such as Alibaba Group’s Tmall and JD.com.

Because Nov. 11 — the peak day of the shopping mania when the greatest discounts were offered — lasted just 24 hours, many consumers didn’t get a chance to buy all the Gree goods they wanted, the company said. Gree consequently decided to host another event on its own online platforms and authorized brick-and-mortar stores across the country, the company said.

Prices of many Gree products will be the same as the Double 11 offerings customers missed, Gree said. In addition, the company said it hoped discounts could encourage customers to purchase Gree goods instead of “substandard products.”

Cultivating a company’s own online sales channels for more operational independence is not a new trick, but without real money-saving offerings, simply launching online stores can hardly compete with e-commerce platforms. Galanz, the home appliance maker that accused Alibaba of blocking its traffic because of a partnership with insurgent player Pinduoduo, set up an app around a year ago but still heavily relies on major e-commerce platforms, reflecting a lack of market power and attractive in-app discounts.

Gree’s strong economic power in the industry might change the situation and also allow it to reduce unnecessary inventory as the company gears up for chip-making.