The unidentified 39-year-old man came down with a fever and other symptoms of the highly contagious H5N1 virus Jan. 6, but didn't respond to intensive care treatment in the city of Guiyang, the state-run Xinhua news agency said.
Regional health officials tracked down 71 people with whom the man had been in contact prior to his diagnosis, but none of them tested positive for the flu, the report said.
The deadly virus originated in poultry and wild birds, but is also spread among humans.
On Dec. 31, a man in the southern city of Shenzen, bordering Hong Kong, died of avian flu. There also were reports of individual H5N1 deaths in Cambodia, Indonesia and Vietnam in January, the World Health Organization said.