A building fire in Xinyu city, East China's Jiangxi province has killed 39 people and left nine people injured as of 8:20 pm on Wednesday. There are still some trapped.

The fire broke out at 3:24 pm on Wednesday on the underground floor of a street shop of a building on Tiangongnan Road, Yushui district, said the local Emergency Management Department in a statement.

As of 8:20 pm, the death toll hit 39, according to media reports. Those injured have been sent to the hospital for treatment.

First responders and local government officials rushed to the scene for search and rescue upon receiving the alarm.

Videos circulating on social media showed a column of thick, dark smoke billowed from the building and fire trucks and ambulances were at the scene of the accident.

The building where the fire broke out had internet cafes and training institutions, Central China Television reported.

The blaze's cause is unclear, and an investigation is underway.