German anti-virus software Avira has announced its formal entry into the Chinese market.

Avira will reportedly provide its anti-virus products via online sales and it will combine free services with value-added services to users in China.

According to Tjark Auerbach, founder and CEO of Avira, the company will first provide free-of-charge editions of its anti-virus software. With the growth of its user base, it will persuade these users to buy its paid edition products. However, due to the current situation of the security software market in China, where anti-virus software providers have been launching free products one after another, the transfer of users from free security software to paid software is generally low.

Auerbach however told local media that the transfer rate of users is between 10% and 30% for different countries and regions.

Avira is a leading global provider of IT security solutions for professional and private use. With over twenty years of experience, the company has its headquarters in Tettnang on Lake Constance and maintains several offices throughout the world. It employs around 300 people and its free Avira AntiVir Personal anti-virus protection is claimed to be used by over 100 million private users.