文 | 曾巧 Ivy Morketing Group 创始人兼CEO、灵眸大赏发起人
从东方出发：打造连接全球的营销商业平台
去年，X 平台首次官方直播灵眸大赏，定向触达400多万美国市场用户，影响了纽约麦迪逊大道的营销与商业精英。这让人想起2016年的一句愿景：“要做东方辐射全球的戛纳创意节、纽约广告周。”
彼时，第一届 Morketing Summit 刚刚起航。回顾过往，话语虽大，愿望却朴实：依托中国庞大的市场与商业创新，构建一个从这里出发的平台，将值得探讨的问题与人物推向全球同行。
十年间，随着海外平台寻求连接中国企业，Morketing 成为首选伙伴，包括奈飞、Uber、亚马逊、Pinterest、Google、Meta 等。同时，中国企业走向世界，积累了独特经验与表达。当初的愿景正在变为现实。
今年，灵眸大赏迎来第十一届。回顾过去十届主题，清晰见证了行业共同前行的轨迹。
2016-2017：移动互联网机遇与平行世界
2016年，首届主题为“千亿级移动营销市场”。生活向手机迁移，品牌寻找新位置，关注移动互联网机遇。峰会初设品牌、电商和出海专场，全球化视野从一开始便纳入其中。
2017年，主题定为“平行世界”。旨在让品牌与效果、国内与海外平台等不同圈子的人相互倾听。峰会扩容至两天，132位嘉宾登台，首届灵眸奖由此诞生。
2018-2019：洞察本质与破局增长
人聚越多，问题越深。2018年提出“洞察时代，探寻本质”，汇聚品牌、文娱、手游、创投、新科技等领域。在流量热潮中追问：消费者为何选择你？技术变化为生意留下什么？
2019年，主题为“破局”。面对增长压力，引入脱口秀活跃氛围，上线预约商务洽谈服务，促进台上分享转化为台下深入交流。平台的价值在于让人们真正走近彼此。
2020-2021：疫情下的进化与共生
2020年主题为“进化”。生活方式改变迫使办会模式重构，增加线上直播和探场。同年，峰会与奖项整合升级为“灵眸大赏”，与企业共同完成进化。
2021年以“共生”为题，灵眸大赏战略迁至上海。企业长远发展取决于与品牌、平台、服务商的关系。盛会的成功举办离不开各方投入，深知此事非一人热情所能维系。
2022-2023：穿透困难与回归核心
2022年度第七届主题“穿透”，延期至2023年3月举办。连续三天围绕“数智未来”“内生力量”“生而全球”展开。即便延期，仍坚持举办，以实际行动回应“穿透”二字，在困难时刻凝聚行业力量。
2023年末，第八届主题“回归”。讨论重回消费者、产品和品牌，通过国内外平台专场参照不同市场经验。强调企业需明确长期自建的核心能力。
2024-2025：十年沉淀与智能开启
2024年，第九届主题“十年”。正值 Morketing 创办十周年，回顾移动互联网对商业的改变，展望下一个十年。涵盖品牌、全球化、数智AI、游戏应用及播客，播客创作者为品牌关系建立提供了细腻视角。
2025年，第十届“智启”。将AI融入中国市场与全球化具体议题，联合全球平台、中国品牌、游戏及短剧出海企业，探讨智能技术对增长的改变。X 官方直播使讨论直接通向全球。
构建有宽度、广度、深度与厚度的行业平台
过去望向麦迪逊大道，如今将中国经验带向世界。2016年的愿望已具象化。
十届历程，灵眸大赏边界不断延伸。品牌、电商、游戏、动漫、内容、互联网、AI 等领域相互借鉴，打破行业圈层壁垒，发现跨行业解法。
地域广度上，立足全球差异。针对不同市场消费者行为与信任建立机制进行深入探讨，助力中国企业成为海外市场的“本地人”。
灵眸大赏已成为立足中国、连接亚太、对话全球的平台。注重思想密度与前瞻性，鼓励嘉宾分享判断逻辑、失败教训及方法适用条件，为新现象留出探讨空间。
十年积累赋予平台厚度。通过持续追踪演讲、案例与年鉴，验证过往观点，依据历史经验判断当下变化。活动的价值在于会后持续的交流与思考，以及参会者的再次回归。
平台需兼具判断力与开放性，十年信任积淀助力打开更大格局。
2026主题“智生”：探索AI时代的商业生长
第十一年，邀请行业专家、实践者与新一代创造者共创内容。
2026年主题定为“智生”。追问：当智能进入日常经营，新商业如何生长？
探讨AI影响下的品牌理解、信任建立、独特能力保留、团队工作方式变革及营销价值创造。这些问题关乎未来预算、组织与竞争，需全球同行共同讨论。
今年将通过主论坛、五大分论坛及闭门交流，融合品牌、电商、游戏、文娱、AI增长等议题。旨在让参会者看见前沿变化，带着清晰判断回归工作。
十年回望，“灵眸”寓意更具象：一眼看到底的商业洞察力。在复杂市场中，看清发生原因、关联性及投入方向。
感谢嘉宾、合作伙伴、观众及团队。灵眸大赏的成长源于各方的共同参与。
第十一年，致力于更有思想、更开放、更具全球对话能力的平台。让东方商业思考在AI时代成为全球风向标。
2026年12月4日，上海。带着十年积累与新问题，再次出发。
欢迎报名参会
Ten years in Morketing Summit is becoming what we set out to build
By Ivy Zeng Founder and CEO, Morketing Group | Founder, Morketing Summit
Last year, X carried its first official livestream of Morketing Summit, supported by a campaign targeting more than four million users in the United States. As conversations from our stage reached beyond Asia toward the marketing and business community of Madison Avenue, I found myself thinking about something I had said in 2016: "I want us to build an event in Asia with the global reach of Cannes Lions and Advertising Week New York."
We had only just launched the first Morketing Summit. Looking back, it was a big thing to say. But the wish behind it was simple. China had an enormous market and so much business innovation under way. There ought to be a place, built here, that could bring the questions worth discussing and the people worth knowing to a global audience.
Ten years on, more international platforms turn to Morketing when they want to connect with Chinese businesses. Netflix, Uber, Amazon, Pinterest, Google and Meta are among the companies that have chosen to work with us. At the same time, Chinese companies are building businesses around the world, with more experience of their own to share and a stronger voice in the conversation. I can see the thing we hoped to build beginning to take shape.
Morketing Summit is gradually becoming what we hoped it could be.
This year will be its eleventh edition. Looking back at the themes of the first ten, I can see more clearly how far we have traveled alongside this industry.
In 2016, our first theme was "The RMB 100 Billion Mobile Marketing Era." People were moving more of their lives onto their phones, and brands were looking for their place in that shift. Everyone wanted to understand the opportunities of the mobile internet and whether they could seize them. Even that first summit had dedicated sessions on brands, ecommerce and international expansion. Looking beyond China was part of the idea from the beginning.
In 2017, "Parallel Worlds" described a market in which brand marketers and performance marketers, Chinese platforms and international ones, were all moving quickly within their own circles. I wanted people who rarely spoke to one another to have a chance to listen. The summit grew from one day to two, 132 speakers took the stage, and we launched the first Morketing Awards.
2016 and 2017: the first summit grew into a two-day gathering with 132 speakers.
As more people joined us, the questions became more searching. Our 2018 theme, "The Era of Insight," brought brands, entertainment, mobile games, venture capital and emerging technology into the same conversation. Traffic was the obsession of the moment, but we were already asking what lay beneath it: Why do consumers choose you? What does a change in technology actually leave a business with?
By 2019, "Breaking Through" reflected a growing pressure to find new sources of growth. That year, we opened with stand-up comedy, giving a serious industry gathering a different kind of beginning. We also introduced a service for booking business meetings in advance, so a conversation onstage could continue in greater depth offstage. I was beginning to understand more clearly how much a platform's value depends on helping people make meaningful connections.
2018 and 2019: looking beyond traffic, and turning conversations into connections.
Then the pandemic arrived.
Our 2020 theme, "Evolution," became very personal. The ways people lived, shopped and worked were changing. Those of us who organized events had to learn again, too. We added livestreams and live tours of the venue, opening up the experience to people who could not be there. That was also the year we brought the summit and awards together under the Chinese name Lingmou Dashang. While we discussed how businesses could evolve, we were doing some evolving of our own.
In 2021, under the theme "Symbiosis," we made the strategic decision to move the summit from Beijing to Shanghai for the first time. A company's relationships with brands, platforms and service providers increasingly shaped how far it could go. The same was true for us. Every edition depended on the speakers, partners, audience and team who gave their time and energy to it. The longer I have done this, the more certain I am that one person's enthusiasm could never have brought us this far.
2020 and 2021: adapting the event, then moving from Beijing to Shanghai. The 2021 photographs come from Ivy's personal event archive.
For the seventh edition, scheduled for 2022, we chose "Breakthrough." It was eventually postponed until March 2023. Over three days, we explored a future shaped by data and intelligence, the strengths businesses could build from within, and what it meant to be born global. That theme still means a great deal to me. In my opening remarks, I said we were finally delivering the event that should have taken place at the end of the previous year. Late as it was, we were determined to make it happen.
People were going through difficult times. They wanted to understand what the changes around them meant and where their businesses should go next. At a moment like that, getting people together to talk honestly about what they were trying felt especially worthwhile. We had put "Breakthrough" on the program. By finding a way to hold the event after all, we gave the word a meaning of our own.
Later in 2023, the eighth summit returned to consumers, products and brands with "Back to Core." After so much upheaval, we wanted to bring the discussion back to the work of building a business. Sessions with Chinese and international platforms let people compare experience across markets. There were plenty of opportunities to pursue, but each company still had to decide which capabilities it needed to build and sustain for itself.
Two editions in 2023: the postponed seventh summit in March, followed by the eighth later that year.
In 2024, we called the ninth edition "A Decade." It was Morketing's tenth anniversary as a company. We looked back at how the mobile internet had changed business and ahead to the next ten years. Brands, global expansion, data and AI, games and apps, and podcasting all had a place in the program. Podcast creators, in particular, brought a more intimate perspective to the question of how brands build relationships with people.
By the tenth edition in 2025, "Awakening Intelligence," we were examining what AI could mean for business growth in China and abroad. Global platforms, Chinese brands, and companies taking games and short-form dramas into international markets joined us to discuss how intelligent technology could change their businesses. X's official livestream that year gave those conversations a more direct route to a global audience.
2024 and 2025: marking Morketing's tenth anniversary, then opening the summit's next conversation on AI and global growth.
For years, we had looked toward Madison Avenue to find out what the world's leading marketers were talking about. Now we had a chance to bring them the changes unfolding in China and the experience Chinese businesses were gaining. The ambition I had voiced in 2016 was becoming something I could see.
Across ten editions, the summit's boundaries have kept expanding. A brand marketer can hear how a games company built an international business. Someone in ecommerce can join a conversation with entertainment companies and creators. A technology company can hear what a brand is struggling with in its day-to-day operations. There is so much for people in games, animation, content, internet businesses and AI to learn from those working in brands, ecommerce and distribution, and vice versa.
That breadth matters to me. Spend long enough in one industry, and it is easy to mistake familiar experience for the whole picture. Step outside it and listen, and you may discover that someone in another field has already found a different way to approach the problem you have been wrestling with.
The same is true across markets. North America, Europe, Southeast Asia, the Middle East, Latin America and Africa each have their own consumers and business conditions. Back in 2019, we were already discussing how Chinese companies could become local businesses in markets abroad. A global outlook has to take those differences seriously. When you take the same product to a new market, why do people buy it? Why don't they? How do you earn their trust?
As international platforms have sought connections with Chinese companies, and Chinese companies have worked to understand global markets, we have helped more of those conversations happen. Morketing Summit has gradually become a meeting place rooted in China, connected across Asia-Pacific, and in regular conversation with the wider world of marketing and business. That gives me a great deal of satisfaction. It also means we have to keep earning the trust people place in us.
Bringing different industries and markets together only takes us so far. The conversations have to go deep. A speaker needs to be willing to explain how they arrived at a judgment, why an experiment failed, or the conditions in which a method works. When a discussion makes someone reconsider a decision they had already made, I feel it has been worth the trip.
I also want us to notice the questions that are beginning to change the industry, and to invite people working on them to share what they are still figuring out. When something new emerges, there may be no settled answer. We need to leave room for people to disagree.
Ten years gives us another kind of perspective. We can look back at an idea presented onstage and ask whether it held up. We can revisit an opportunity that once generated enormous excitement and see what it became. The talks, conversations, cases and yearbooks we have gathered allow us to keep asking questions about the same industry over time, and to judge today's changes with a little more experience behind us.
That has changed how I think about building an event that lasts. What matters to me is whether people keep talking after they leave, whether someone takes a question further, and whether, a year later, they still feel it is worth coming back. Those things matter more than simply having held another edition. After the summit we had to postpone, I became even more aware that being able to gather again is something to value, and something we have to make worthwhile.
We are building a place for people and ideas to meet. It needs a point of view, but it also needs to be open enough to welcome other people's experience and let different opinions challenge one another. The trust built over ten years should allow us to open the doors wider.
As we enter our eleventh year, I want more industry experts, business practitioners and a new generation of creators to help shape the summit. I want us to develop questions and sessions together, and to keep pushing the discussion further. People who know the industry well can bring the benefit of experience; those changing it can bring a different view. Our job at Morketing is to bring them together and make those conversations possible.
Our theme for 2026 is "Born Intelligent." After last year's "Awakening Intelligence," I want to keep asking what new ways of doing business become possible when AI is part of a company's everyday operations.
If consumers increasingly use AI to discover products and compare their options, how does a brand make itself understood? As content production and advertising become more automated, how does a company earn trust, and which distinctive capabilities should it keep building for itself? How will teams work differently, and how much value is marketing actually creating for the business? These questions will shape budgets, organizations and competition. They deserve a conversation that crosses markets.
This year, one main forum, five specialist forums and a series of closed-door discussions will bring brand building, commerce, games and apps, entertainment and creators, and AI-led growth into the same conversation about business. I hope people will leave with a clearer sense of what is changing and better judgment to bring back to their work.
After ten years, the meaning of Lingmou has become more concrete for me, too. The name evokes a perceptive eye: the ability to see through complexity to what is really happening in a business. That was our hope at the beginning, and it still is. As markets become more complicated and information more abundant, we need to understand why something is happening, what it means for our own company, what deserves investment and what requires patience.
I want to thank the speakers who have been willing to share what they know, the partners who have trusted us, and everyone who has come to the venue or listened carefully online. I also want to thank the team who have made the countless details work. Morketing Summit has become what it is because each of you has helped shape it.
In our eleventh year, I still want to make this a more thoughtful, more open gathering, with a stronger connection to the world. I want ideas developed here to help our global peers understand where business is going in the age of AI. It is work I still care deeply about.
We will meet again in Shanghai on December 4, 2026, with ten years of experience behind us and new questions to work through together.
