Exceed Company Ltd. Announces Results of 2010 Winter Collection Sales Fair

BEIJING--(Marketwire - June 10, 2010) -  Exceed Company Ltd. (NASDAQ: EDS) ("Exceed" or the "Company"), one of China's leading domestic sports and leisurewear brands, today announced the results of its 2010 winter collection sales fair, which was held at the Company's headquarters in Jinjiang at the end of May 2010. The total value of orders placed at the sales fair increased more than 30% compared to the same sales fair last year.

Chairman and CEO of Exceed, Mr. Lin Shuipan, stated, "We are pleased with the strong order growth generated at our 2010 winter collection sales fair, as we continue to benefit from our strong Xidelong brand name as well as our solid research and development capabilities. Looking ahead, we will continue to focus on maintaining this momentum in our business and building shareholder value over the long term."

Exceed will release its financial results for the first half of fiscal year 2010 around the end of August 2010. Following this semi-annual release, the Company will begin reporting financial results on a quarterly basis going forward.

About Exceed

Exceed 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's ordinary shares, warrants and units currently trade on Nasdaq under the symbols "EDS", "EDSWW" and "EDSUU", respectively.

Forward-Looking Statement

This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995 regarding future events and future performance of Exceed. These statements are based on management's current expectations or beliefs. Actual results may vary materially from those expressed or implied by the statements herein. This information is qualified in its entirety by cautionary statements and risk factor disclosure contained in certain of Exceed's Securities and Exchange Commission filings. For a description of certain factors that could cause actual results to vary from current expectations and forward-looking statements contained in this press release, please refer to documents that Exceed files from time to time with the Securities and Exchange Commission. Exceed is under no obligation to, and expressly disclaims any obligation to, update or alter its forward-looking statements, whether as a result of new information, future events, changes in assumptions or otherwise.

Contact Information:

Investor Relations Contact
Katharine O'Brien
ICR
(646) 277-1217
katharine.obrien@icrinc.com