Dramatic footage released by Xinhua showed thick black smoke billowing from the factory building, while several people appeared to be trapped on the roof awaiting rescue.
Chinese President Xi Jinping said the fire had caused "major casualties" and ordered a thorough investigation, stressing that those responsible must be held "strictly accountable."
The blaze erupted at the Huiteng Footwear factory at around noon local time.
Hundreds of firefighters and rescue personnel were deployed to the site, while more than 200 workers were evacuated from the building, state broadcaster CCTV reported.
Authorities have not yet confirmed the number of injured.
Preliminary investigations suggest the fire may have started on the ground floor of the factory, where flammable materials were reportedly stored.
Police have detained several individuals linked to the factory s owners, while the company s bank accounts have been frozen as the investigation continues.
Jinjiang, located in Fujian province, is widely known as China s "shoe capital" and is reported to manufacture around 20% of the world s sports shoes.
The incident comes as China continues efforts to strengthen fire safety measures following a series of deadly blazes in recent years.
