Jinjiang, a city in south-eastern China, has seen a factory fire kill at least 28 people, according to the state news agency.
Xinhua posted footage showing huge plumes of black smoke rising from a building, as well as people trapped on the roof.
President Xi Jinping said the blaze caused “major casualties” and those responsible must be held “strictly accountable”.
Jinjiang, in Fujian province, is often referred to as China’s “shoe capital” as it manufactures 20% of the world’s sports shoes, according to reports.
The blaze erupted at the Huiteng Footwear factory at around noon local time on Thursday, state broadcaster CCTV confirmed.
Hundreds of rescue workers rushed to the scene, evacuating more than 200 people, with two later dying in hospital.
Authorities dispatched over 500 personnel to extinguish the blaze and rescue people, state media reported.
State media also reported nearly 240 people were at the factory when the fire broke out, with 26 others found dead after being initially missing.
Initial reports suggest the fire may have started on the factory’s ground floor where flammable materials were stored, according to state media.
Authorities have detained a number of people who work for the factory’s owners, and the firm’s bank account was frozen.
China started a campaign to prevent fires in high-rise buildings after a blaze killed 168 people in Hong Kong apartment buildings in November.
Xi said Chinese officials must draw “profound lessons” from “several major industrial safety accidents” in the country this year, and implement “rigorous and effective safety measures”.
Credit is given to CNA and BBC for their reporting on the incident.
