Improving the quality of enterprise export products is an important step for China to achieve a high level of opening up to the outside world. With the in-depth development of trade liberalization, global tariff rates have dropped significantly, and non-tariff measures, mainly technical barriers to trade(TBT), have gradually become an effective tool to protect the domestic market. In the face of the TBT that China is constantly suffering from, how will the quality of enterprise export products change? Based on the matched data from China's industrial enterprise database and customs database and WTO/TBT-SPS TBT notification data, this paper examines the impact of TBT on enterprises’export product quality and channels based on panel data of 26 manufacturing industry segments from 2000 to 2013 as research samples. The results show that TBT significantly improve the quality of export products. After accounting for the influence of sample selection bias, time lag effect and extreme value, the regression results remain significant. Heterogeneity analysis shows that general trade enterprises, private enterprises and capital-intensive industry enterprises are more susceptible to the incentive effect of TBT and achieve quality upgrading. Finally, export intensity and innovation capability are the two channels through which TBT drive the upgrading of export product quality. These findings not only contribute to an in-depth understanding of the impact of trade liberalization on the export performance of enterprises, but also provide a reference basis for enhancing the competitiveness of domestic manufacturing exports, deeply integrating into the global value chain and promoting high-quality development.