[Fujian, China Safe Harbor Statement 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:] [Exceed Company Ltd. _____________________________________ Dated: October 26, 2011]

[EXCEED COMPANY LTD. APPOINTS NEW CHIEF FINANCIAL OFFICER Fujian, China Ms. Tai has over seven years of experience in finance, accounting and auditing roles including four years at Ernst & Young. Ms. Tai joined Exceed in February 2008 and, prior to her appointment as Chief Financial Officer, most recently served as Vice President of Finance and Company Secretary. Ms. Tai] [Commission File No. 001-33799 EXCEED COMPANY LTD. Suite 8, 20/F, One International Finance Centre 1 Harbour View Street, Central, Hong Kong. T: +852 3669 8105 x ¨ Form 20-F ¨ x Yes 82- Exceed Company Ltd. Dated: August 24, 2011]

[EXCEED COMPANY LTD. FOLLOW-UP LETTER TO SHAREHOLDERS Fujian, China www.exceedsports.cn Chairman’s Letter August 17, 2011 Dear Shareholders, As a follow-up to our investor letter on August 4, 2011, we are writing in response to additional shareholder inquiries that we have received regarding our operations, specifically our relationship with our distributors and the Xidelong retail store network. We hope the following] [Exceed Company Ltd.]

[EXCEED COMPANY LTD. 2011 SECOND QUARTER FINANCIAL RESULTS Fujian, China, August 15, 2011 - 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 released its unaudited financial results for the second quarter ended June 30, 2011. Financial Highlights – Second quarter ended] [Exceed Company Ltd. Dated: August 15, 2011]