Ali the red fox is a cartoon character created by Xu Han. [Photo provided to China Daily]

Path to success

The path to fame of Xu with his red fox is one typical for a successful cartoonist in China: from picture book to short film to emoticons and emoji online or via instant messaging apps to a Taobao shop and physical shops across the country that sell Ali-the-fox merchandise, and finally to the big screen.

Wang Biao, founder of 12 Buildings, a Beijing company that employs about 20 cartoonists, says: "Over the past 10 years Xu has always been in the right place at the right time and has made the right decision whenever there was a new trend."

It is common for cartoonists to produce characters that become widely known quickly online, but many fizzle out within a year or two. Xu's red fox, on the other hand, first appeared online and in magazines in 2006.