CDM announces strategic partnership with Huawei Petal Ads to reach Chinese travelers
- roccoforgione
- Jul 13
- 3 min read
CDM China Digital Marketing CDM is strengthening its position in tourism marketing for the Chinese market by announcing a new strategic partnership with Huawei Petal Ads.
The agreement marks a further step in the development of the CDM ecosystem, dedicated to tourism destinations, airports, hotels, outlet villages and luxury brands looking to attract Chinese travelers to Italy and Europe.
The objective is clear: to increase the ability to reach Chinese FITs (Free Independent Travelers) and HNWIs (High Net Worth Individuals) throughout the different stages of the digital customer journey.
From discovering a destination to planning a trip.
From departure to arrival in Europe.
The partnership with Huawei Petal Ads integrates with the platform developed by CDM, consisting of proprietary software registered at the European level and a series of strategic partnerships with platforms and operators across the Chinese digital ecosystem.
A model designed to transform traveler data into concrete, measurable and performance-driven marketing campaigns.
Activities to Reach HNWI Travelers in Italy and Europe
The behavior of Chinese travelers has changed dramatically in recent years.
Travel planning is now increasingly independent, digital and content-driven: users search for inspiration online, compare authentic experiences, read reviews and build their itineraries through complex digital ecosystems.
During ITB Shanghai, it emerged that RED (Xiaohongshu) is used by more than 50% of Chinese travelers during the destination discovery and travel planning stages.
As a result, the strategy should focus on three distinct but connected moments:
Being discovered during the inspiration and trip planning phase;
Reaching travelers shortly before departure to remind them of our brand or product;
Engaging travelers while they are physically in Europe through big data and digital advertising platforms.
It is precisely in this second stage that the partnership between CDM and Huawei Petal Ads opens up new opportunities.
What is Huawei Petal Ads and How Does It Work?
Huawei Petal Ads is the advertising platform integrated into the Huawei ecosystem, allowing brands to reach users across multiple digital touchpoints.
The ecosystem includes smartphones, applications and services used daily by millions of users.
In China, Huawei holds a smartphone market share of over 20%. In the first quarter of 2026 alone, the company sold nearly 14 million devices, out of approximately 70 million smartphones sold in the country.
Source: Counterpoint Research – China Smartphone Market in Q1 2026
Why CDM Chose to Partner with Huawei Petal Ads
The partnership between CDM and Huawei Petal Ads was created to combine data, technology and deep knowledge of the Chinese digital ecosystem, helping European brands reach Chinese travelers at the moments that truly influence purchasing decisions.
Davide Dal Maso, CEO of China Digital Marketing, commented:
"Beyond the tremendous opportunities offered by Petal Ads, we immediately established a strong synergy with the Huawei Petal Ads team in Europe. This collaboration will undoubtedly lead to great achievements. China's outbound tourism market is evolving and growing rapidly, and together with our partners we want to play a leading role in its future."
For more information about Huawei Petal Ads and how to reach Chinese travelers, we would be pleased to discuss your project with no obligation.
Insights & FAQ:
What is Huawei Petal Ads?
Huawei Petal Ads is Huawei's integrated digital advertising platform, connecting brands with users through the Huawei ecosystem, including smartphones, applications and digital services used daily by millions of people in China and worldwide.
Who are FITs and HNWIs in Chinese tourism?
FITs (Free Independent Travelers) are travelers who independently plan and organize their own trips.
HNWIs (High Net Worth Individuals) are high-net-worth individuals, representing a priority audience for luxury brands and premium travel businesses.
Why is Huawei relevant for reaching Chinese travelers?
Huawei holds more than 20% of China's smartphone market, with nearly 14 million devices sold during the first quarter of 2026, making its ecosystem a strategic channel for reaching Chinese travelers in real time.
How does the partnership between CDM and Huawei Petal Ads work?
As a Huawei Petal Ads Key Partner, CDM integrates Huawei Petal Ads into its proprietary platform to reach Chinese travelers during the inspiration, pre-departure and in-destination phases through geo-targeted and audience-segmented advertising campaigns.
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