A fierce fire broke out at a 14-storey department store, resulting in the deaths of 16 people in southern China.

Dramatic video filmed in Zigong City in Sichuan Province on July 17 shows thick black smoke billowing from the building as flames erupted, engulfing the entire structure and trapping multiple people inside.

Upon receiving the alarm, Zigong City Fire Rescue Brigade immediately activated their emergency response plan, dispatching 20 fire engines and 92 firefighters to the scene.

The fire department swiftly commenced firefighting and rescue operations, deploying aerial ladders and other rescue equipment to search for trapped individuals.

Following intense and orderly rescue efforts, by 20:20, the flames were extinguished, though rescue operations continued.

The Jiuding Department Store building saw fire predominantly on the 1st, 4th, 5th, and 6th floors, burning in a three-dimensional state.

The incident resulted in 16 fatalities and 39 injuries.

Preliminary investigations indicate that the fire was caused by construction operations. Further details are currently under investigation. Recovery efforts are underway.

7月17日18时11分，四川自贡市高新区丹桂大街九鼎大楼（又称九鼎百货大楼或汇东九鼎购物广场）突发火灾，现场浓烟滚滚，火势凶猛。

据现场目击者拍摄的视频显示，火灾发生时，大楼内浓烟滚滚，火苗蹿出，整个楼栋被弥漫的浓烟遮盖，有多人被困。

接到报警后，自贡市消防救援支队立即启动应急预案，调派了20辆消防车和92名消防员前往现场。

在火灾现场，消防部门迅速展开灭火和救援行动，他们利用云梯等救援设备，全力搜救被困人员。经过紧张有序的救援，截至20时20分，明火已经被扑灭，但救援工作仍在继续。

据了解，起火建筑共14层，火点主要出现在1、4、5、6层，内部呈立体燃烧状态。火灾发生后，商场有人员被困。截至目前，已营救出被困人员30名，生命体征平稳。但仍有其他人员被困，消防部门正在继续搜救中。

目前，火灾的具体原因也仍在调查中。