Exceed Company Ltd. Reports 2009 Fiscal Year Results Above Earn-Out Targets and Strong Bookings for Deliveries in 2010


BEIJING--(Marketwire - April 7, 2010) - Exceed Company Ltd. (NASDAQ: EDS) ("Exceed" or "Company"), one of China's leading domestic sports and leisurewear brands, today announced financial results for the year ended December 31, 2009.

Financial Highlights - Full Year 2009 vs. Full Year 2008
   -- Revenue increased 14.2% to RMB2,078.0 million in 2009 as compared
      to RMB1,820.3 million in 2008
   -- Gross profit increased 23.4% to RMB613.1 million in 2009 as
      compared to RMB497.0 million in 2008
   -- Net profit increased 47.2% to RMB248.0 million in 2009 as compared
      to RMB168.5 million in 2008
   -- Adjusted Earnings (as defined in the Sale and Purchase Agreement)
      increased 47.7% to RMB281.0 million in 2009 as compared to
      RMB190.3 million in 2008

Shuipan Lin, Exceed's founder, Chairman and CEO, commented, "2009 was an especially meaningful year for our Company. We started the year as a privately-held business and concluded as a publicly owned company trading on NASDAQ and the first Chinese sportswear brand to be listed in the United States. Even though we only obtained financial resources from our newly-listed status in the last quarter of 2009, we are pleased that we achieved meaningful growth in our revenue, gross profit and net profit for the year ended 2009 as compared with the year ended 2008."

Chairman Lin continued, "Our retail distribution network has grown over the course of 2009. We ended the year with 3,694 retail stores in our network, up from 3,277 at the end of 2008. The results from our sales fairs, at which more than 90% of our products are sold, have also been very encouraging. During our September 2009 sales fair, for which the majority of deliveries are made in 2010, orders increased by more than 40% compared to the same sales fair in 2008. During our February 2010 sales fair, orders increased by more than 18.2% compared to the February 2009 sales fair."

Chairman Lin added, "Going forward, we will continue to remain focused on improving our business by expanding our distribution network and strengthening our operations."

Pursuant to the earn-out provisions of the agreement for sale and purchase ("Sale and Purchase Agreement") dated May 8, 2009 entered into among Windrace International Company Limited, the Company and the original shareholders of Windrace International Company Limited, among others, as amended by a supplemental agreement dated July 24, 2009, the Company anticipates that it will issue 5,563,714 common shares to the original shareholders of Windrace International Company Limited in 2010. This earn-out issuance is a result of the Company achieving its 2009 Target Earnings (as defined in the Sale and Purchase Agreement) of US$38,067,350.

Roadshow

The Company anticipates that management will conduct a multi-week global roadshow to meet with investors and potential investors as soon as practicable after this announcement. Persons who are interested in meeting with management are requested to refer to the contact listed below.

About Exceed

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".

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.

EXCEED COMPANY LTD. AND SUBSIDIARIES
CONSOLIDATED STATEMENTS OF COMPREHENSIVE INCOME
Year ended December 31, 2009

                                             2009      2009        2008
                                            (in thousands except for
                                             share and per share data)
                                           USD'000    RMB'000     RMB'000

REVENUE                                    304,423   2,077,958   1,820,282

Cost of sales                             (214,603) (1,464,856) (1,323,262)
                                        ----------  ----------  ----------


Gross profit                                89,820     613,102     497,020

Other income and gains                         858       5,855       1,188
Selling and distribution costs             (39,280)   (268,123)   (225,752)
Administrative expenses                     (6,521)    (44,509)    (29,205)
Aborted IPO expenses                             -           -     (31,382)
Research and development expenses           (3,656)    (24,953)    (17,649)
Finance costs                               (4,332)    (29,566)    (23,511)
Share of loss in jointly-controlled
 entity                                         (2)        (16)          -
                                        ----------  ----------  ----------


PROFIT BEFORE TAX                           36,887     251,790     170,709

Tax                                           (552)     (3,771)     (2,181)
                                        ----------  ----------  ----------

PROFIT FOR THE YEAR                         36,335     248,019     168,528

Other comprehensive income for the year,
 net of tax:
    Exchange differences on translation of
     financial statements of overseas
     subsidiaries                              350       2,391       3,180
                                        ----------  ----------  ----------

Total comprehensive income for the year
 attributable to equity holders of the
 Company                                    36,685     250,410     171,708
                                        ==========  ==========  ==========

EARNINGS PER SHARE
Net profit per share
    Basic                                     1.86       12.68        9.91
    Diluted                                   1.59       10.83        9.91
                                        ==========  ==========  ==========

Weighted average number of shares
 outstanding
    Basic                               19,559,498  19,559,498  17,008,633
    Diluted                             22,894,924  22,894,924  17,008,633
                                        ----------  ----------  ----------




EXCEED COMPANY LTD. AND SUBSIDIARIES
CONSOLIDATED STATEMENTS OF FINANCIAL POSITION
December 31, 2009

                                             2009      2009         2008
                                           USD'000    RMB'000      RMB'000

NON-CURRENT ASSETS
Property, plant and equipment               39,933     272,578     286,644
Prepaid land lease payments                  4,299      29,347      30,099
                                        ----------  ----------  ----------
Total non-current assets                    44,232     301,925     316,743
                                        ----------  ----------  ----------

CURRENT ASSETS
Inventories                                  8,199      55,966      86,060
Trade receivables                          119,068     812,747     284,795
Prepayments, deposits and other
 receivables                                 2,906      19,840       5,421
Due from a shareholder                          15         103           -
Pledged deposits                             2,198      15,000       2,300
Cash and bank balances                      38,413     262,204     120,068
                                        ----------  ----------  ----------
Total current assets                       170,799   1,165,860     498,644
                                        ----------  ----------  ----------

CURRENT LIABILITIES
Trade and bills payables                    28,646     195,538     127,581
Deposits received, other payables and
 accruals                                    9,206      62,842      68,378
Interest-bearing bank borrowings             8,497      58,000      20,000
Due to a director                              247       1,687         890
Tax payable                                    189       1,286         268
Preferred shares                                 -           -     272,432
                                        ----------  ----------  ----------
Total current liabilities                   46,785     319,353     489,549
                                        ----------  ----------  ----------

NET CURRENT ASSETS                         124,014     846,507       9,095
                                        ==========  ==========  ==========

Net assets                                 168,246   1,148,432     325,838
                                        ==========  ==========  ==========

STOCKHOLDERS' EQUITY
Preferred stock - USD0.0001 par
 value; 5,000,000 shares authorized;
 nil issued and outstanding                      -           -           -
Common stock - par value of USD0.0001
 per share; 55,000,000 shares authorized;
 30,123,335 shares issued and outstanding        3          21          12
Reserves                                   168,243   1,148,411     325,826
                                        ----------  ----------  ----------

Total equity                               168,246   1,148,432     325,838
                                        ==========  ==========  ==========




EXCEED COMPANY LTD. AND SUBSIDIARIES
CONSOLIDATED STATEMENTS OF CASH FLOWS
Year ended December 31, 2009

                                             2009      2009        2008
                                           USD'000    RMB'000     RMB'000

CASH FLOWS FROM OPERATING ACTIVITIES
Profit before tax                           36,887     251,790     170,709
Non-cash adjustments for:
    Interest income                           (107)       (727)       (788)
    Finance costs                            4,333      29,566      23,511
    Over-provision for aborted IPO
     expenses                                 (751)     (5,128)          -
    Share of loss of a jointly-controlled
     entity                                     (2)        (16)          -
    Loss on write-off of items of property,
     plant and equipment                         -           -          97
    Loss on disposal of items of property,
     plant and equipment                        28         189           -
    Depreciation                             2,368      16,166      15,300
    Amortisation of prepaid land lease
     payments                                  110         752         746
    Impairment of an advance of loan to a
     jointly-controlled entity                   2          16           -
                                        ----------  ----------  ----------
Operating cash flow before working
    capital changes                         42,868     292,608     209,575

Decrease/(increase) in inventories           4,409      30,094     (35,777)
Increase in trade receivables              (77,345)   (527,952)   (143,132)
Increase in prepayments, deposits and
 other receivables                          (1,366)     (9,320)     (2,711)
(Increase)/decrease in pledged deposits     (1,861)    (12,700)     16,700
Increase in trade and bills payables         9,956      67,956       4,255
Increase in deposits received,
 other payables and accruals                 1,397       9,533       1,892
                                        ----------  ----------  ----------

Cash (used in)/generated from operations   (21,942)   (149,781)     50,802

Interest paid                                 (473)     (3,228)     (1,716)
PRC taxes paid                                (401)     (2,738)     (5,133)
                                        ----------  ----------  ----------

Net cash (outflow)/ inflow from
 operating activities                      (22,816)   (155,747)     43,953
                                        ----------  ----------  ----------

CASH FLOWS FROM INVESTING ACTIVITIES
Purchases of items of property, plant
 and equipment                                (335)     (2,290)    (17,256)
Interest received                              107         727         788
                                        ----------  ----------  ----------


Net cash outflow from investing
 activities                                   (228)     (1,563)    (16,468)
                                        ----------  ----------  ----------

CASH FLOWS FROM FINANCING ACTIVITIES
Cash received from 2020 upon
 recapitalization                           50,279     343,200           -
Purchase of a unit option                   (2,503)    (17,083)          -
Capital contributions from equity holder
 of the Company                                  -           -      28,400
Proceeds from issue of ordinary shares      30,035     205,018           -
Proceeds from issue of preferred shares          -           -      85,135
Redemption of preferred shares             (39,912)   (272,432)          -
New bank loans                              13,258      90,500      20,000
Repayment of bank loans                     (7,691)    (52,500)    (28,000)
Increase/(decrease) in amount due to a
 director                                      118         806     (81,083)
Increase in amount due from a shareholder      (15)       (103)          -
Exchange realignment                           362       2,472           -
                                        ----------  ----------  ----------

Net cash inflow from financing activities   43,931     299,878      24,452

NET INCREASE IN CASH AND CASH
 EQUIVALENTS                                20,887     142,568      51,937
CASH AND CASH EQUIVALENTS AT BEGINNING
 OF YEAR                                    17,590     120,068      67,725
Effect of foreign exchange rate changes        (64)       (432)        406
                                        ----------  ----------  ----------

CASH AND CASH EQUIVALENTS AT END OF YEAR    38,413     262,204     120,068
                                        ==========  ==========  ==========

ANALYSIS OF BALANCES OF CASH AND CASH
 EQUIVALENTS
Cash and bank balances                      38,413     262,204     120,068
                                        ==========  ==========  ==========

Adjusted Financial Information

The Company defines adjusted net earnings according to the interpretation of 2009 Adjusted Earnings in the SPA. The adjusted net earnings has provided a reconciliation below and is defined as the profit for the year in the financial statement excluding the (i). the impact, positive or negative, of any fair value assessment or accounting impact attributable to the escrow agreement for the release of escrowed shares; (ii). the expenses relating to the completion of the transactions contemplated by the SPA; (iii). the expenses, including interest expenses and other related expenses, related to the repurchase by Windrace of the preferred shares held by the GS Investor; and (iv). the expenses relating to the grant of options under share option plans Windrace may implement in the future.

Adjusted net earnings is a non-GAAP financial measure that does not have a standardized meaning, and is therefore unlikely to be comparable to similar measures presented by other companies. The Company believes that comparing adjusted net earnings for different financial periods provides more useful information about the growth or decline of its net earnings for the relevant financial period and identifies the impact of items which the Company does not consider to be part of its normal operating results.

                                             2009      2009        2008
                                           USD'000    RMB'000     RMB'000

Profit for the year                         36,335     248,019     168,528
Acquisition related expenses                   980       6,691           -
Interest on preferred shares                 3,859      26,338      21,795
                                        ----------  ----------  ----------

2009 Adjusted Earnings
    (as defined in the Sale and
     Purchase Agreement)                    41,174     281,048     190,323
                                        ==========  ==========  ==========

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