Exceed Announces 18% Order Growth at Spring/Summer 2012 Sales Fair

FUJIAN, China, September 7, 2011 /PRNewswire-Asia-FirstCall/ -- Exceed Company Ltd. (NASDAQ: EDS) ("Exceed" or the "Company"), the owner and operator of "Xidelong" brand - one of the leading domestic sportswear brands in China, today announced the results of its 2012 Spring/Summer collection sales fair, which was held at the Company's headquarters in Jinjiang from August 15 - 19, 2011. The sales fair was attended by approximately 2,000 guests including distributors, Xidelong brand store operators, managers and business partners. The total value of the wholesale orders placed at the sales fair grew by approximately 18% over the same sales fair last year.

Shuipan Lin, Exceed's founder, Chairman and CEO, commented, "Our 2012 Spring/Summer sales fair resulted in healthy year-over-year order growth, supported by our targeted advertising and promotional efforts which continue to strengthen the Xidelong brand name and fuel demand from our distributors. Our expanding line of fashionable and functional products continue to gain traction among our targeted customer base of young, active and value conscious shoppers in China's rapidly growing third and fourth tier cities. While headwinds from labor shortages and inflation continue to impact all industry players, the encouraging sales fair results indicate that the underlying demand for our products remains stable."

About Exceed Company Ltd.

Exceed Company Ltd. designs, develops and engages in wholesale of footwear, apparel and accessories under its own brand, XIDELONG, in China. Since it began operations in 2002, Exceed has targeted its growth on the consumer markets in the second and third-tier cities in China. Exceed has three principal categories of products: (i) footwear, which comprises running, leisure, basketball, skateboarding and canvas footwear, (ii) apparel, which mainly comprises sports tops, pants, jackets, track suits and coats, and (iii) accessories, which mainly comprise bags, socks, hats and caps. Exceed Company Ltd. currently trades on Nasdaq under the symbols "EDS", "EDSWW" and "EDSUU".