As reported in the aftermath of the Asia Outdoor trade show held in Nanjing at the end of July 2013, Kailas, one of the big players among the Chinese outdoor brands, is bullish about the development of a second brand called Udjat. This one doesn't address mountaineers and more ambitious hikers and trekking enthusiasts, but rather consumers of camping products, who are more price-driven. Ken Chen, the manager responsible for the Udjat brand, says that the items marketed under this label are 30 percent cheaper than those of the Kailas core brand. Udjat hit the Chinese market at the end of 2012, but was reserved to the label's own internet shop. Now, the brand is offered to independent retailers in China, especially those that have a focus on the camping segment, even though Udjat offers a full range of apparel, shoes and equipment. Udjat has opened ten single-brand stores to test the market and the performance of the new brand.