CCTV/AFPA fire at a shoe factory in the south-eastern Chinese city of Jinjiang has killed at least 28 people, according to the state news agency.
Dramatic footage posted by Xinhua showed huge plumes of black smoke rising from a building as well as people who appeared to be trapped on the roof.
President Xi Jinping said the fire had caused “significant casualties”, adding those responsible must be held “strictly accountable”.
Jinjiang, in the province of Fujian, is often referred to as China’s “shoe capital” as it reportedly manufactures 20% of the world’s sports shoes.
Hundreds of rescue workers were rushed to the scene, state broadcaster CCTV reports, and more than 200 people were evacuated.
It is unclear how many have been injured.
Initial reports suggest the fire may have started on the factory’s ground floor where flammable materials were stored.
China started a campaign to prevent fires in high-rise buildings after a blaze ripped through several Hong Kong apartment buildings in November, killing 168 people.
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