中国入世后，温州制衣的侯三寿和制鞋的黄瑞诚，都面临著企业做强做大、转型升级的困境。黄瑞诚一直佩服头脑灵活的侯三寿，多次提出合作，侯三寿却压根瞧不起他，二人在邀请前总统代言、收购酒店、开发西川河工业园等事件上展开了激烈竞争。侯三寿贪大求快，盲目发展，一味扩张，结果在金融危机的剧烈冲击中，资金链断裂，遭到重创破产。黄瑞诚却在抓住发展契机，壮大企业，扩大市场份额的同时，时刻保持警醒，求稳求实，在金融危机来临时，顺利应变避险。身处逆境的侯三寿，仍不忘翻身还债，历经波折，终于在黄瑞诚的帮助下，使倒闭的企业起死回生，开始偿还债务，重塑“诚信”二字的商魂。他们的后代黄小威、侯小帆也都成长为新一代温州企业家，成为振兴温州企业的新生力量。 

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After China's accession to the World Trade Organization, Hou Sanshou and Huang Ruicheng, a garment maker and a shoe maker in Wenzhou, are facing the challenge of enterprise transformation and upgrading. Huang Ruicheng always admires the nimble Hou Sanshou, and has repeatedly offered to cooperate, but Hou Sanshou despises him. The two have fought fiercely over a number of issues, such as inviting brand ambassadors, acquiring hotels and developing an industrial park. Hou Sanshou's blind pursuit for expansion results in the capital chain rupture and the following bankruptcy in the severe impact of the financial crisis. While seizing the opportunity to expand the enterprise and market share, Huang Ruicheng remains vigilant and realistic, and he successfully survives the financial crisis. Hou Sanshou tries hard to pay back the debt in the adversity. With the help of Huang Ruicheng, he brings his company back to life and begins to repay the debt, rebuilding the business spirit of integrity for his company. Their children have also grown into a new generation of Wenzhou entrepreneurs, who become a new force to revitalize Wenzhou enterprises.