Exceed Announces 23% Order Growth at Autumn 2011 Sales Fair

FUJIAN, China, Feb. 16, 2011 /PRNewswire-Asia/ -- Exceed Company Ltd. (Nasdaq: EDS) ("EDS" 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 2011 Autumn collection sales fair, which was held at the Company's headquarters in Jinjiang commenced on January 8, 2011.  The total value of the wholesale orders placed at the sales fair grew by approximately 23% over the same sales fair last year.

Shuipan Lin, Exceed's founder, Chairman and CEO, commented, "We are pleased to announce continued strong order growth at our most recent sales fair, highlighting the strength of our Xidelong brand and the continued interest from our distributors.  We believe the demand for our products is supported by our unique brand positioning—Lifestyle Sport—which stresses healthy and active living, rather than competition, as the essence of sport.  This approach to sports is more open and inclusive, allowing sports to be a part of life anytime, anywhere and for anyone. Our Lifestyle Sport brand positioning has helped drive sales growth in 2010, and we expect to continue to leverage this strong brand positioning in the coming year. Looking ahead, we will continue to execute our three-pronged approach—focusing on the development of our brand, our products and our sales channels. We believe our strategy will help to support innovation, broaden our product line so as to provide more choices for our customers, and improve the development of sportswear's industry in general."

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".