More than 70 people have been killed as scaffolding collapsed during construction work at a coal-fired power plant in southern China.

The incident took place on Thursday in the early morning, when a crane fell down a work platform placed inside a cooling tower being added to the plant.

Rescue operations have begun and, according to state news agency Xinhua, 68 have been identified of the 74 dead.

Most of the victims fall in the age between 23 and 53 years.

"We will conduct a serious investigation into the cause of the accident and hold those who are responsible accountable."

Chinese President Xi Jinping has said that a thorough probe should be conducted to determine the reason for the incident, reported CCTV.

Jiangxi's vice-governor Li Yihuang was quoted by Xinhua as saying: "We will conduct a serious investigation into the cause of the accident and hold those who are responsible accountable."

The police have arrested 13 people so far and China has vowed to bolster its safety record. The country's industrial locations have seen many accidents and there have been growing concerns due to poor safety standards.