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中國入世后,溫州制衣的侯三壽和製鞋的黃瑞誠,都面臨著企業做強做大、轉型升級的困境。黃瑞誠一直佩服頭腦靈活的侯三壽,多次提出合作,侯三壽卻壓根瞧不起他,二人在邀請前總統代言、收購酒店、開發西川河工業園等事件上展開了激烈競爭。侯三壽貪大求快,盲目發展,一味擴張,結果在金融危機的劇烈衝擊中,資金鏈斷裂,遭到重創破產。黃瑞誠卻在抓住發展契機,壯大企業,擴大市場份額的同時,時刻保持警醒,求穩求實,在金融危機來臨時,順利應變避險。身處逆境的侯三壽,仍不忘翻身還債,歷經波折,終於在黃瑞誠的幫助下,使倒閉的企業起死回生,開始償還債務,重塑「誠信」二字的商魂。他們的後代黃小威、侯小帆也都成長為新一代溫州企業家,成為振興溫州企業的新生力量。
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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.
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