Qiao said he and his wife had grabbed their son and ran out of the house.
The rest of the village was obliterated, and hopes of finding anyone else alive appeared slim.
"When I got to Xinmo village around 6am, there was only one house in the entire village that was still visible," local official Li Yuanjun told the Sichuan Daily newspaper. "Everything else was buried by rocks and mud."
Zhang Liancheng, who lives in a nearby village, said the landslide buried eight members of his family. "It was raining, and the house was shaking," he told the local newspaper Huaxi Metropolis Daily. "It was very foggy, and I could only see something like a fire pushing toward Xinmo village."
Local police official Chen Tiebo told CCTV more people were in the village than usual because students were home for the summer holiday. About 140 tourists were evacuated from nearby villages, thepaper.cn website reported.
Maoxian county is largely inhabited by members of the small Qiang ethnic group, known for building watchtowers and rope bridges in their mountainous lands.
"The whole village is buried, buried," a man is heard saying on a video posted on the website of Sichuan Daily, as his camera pans across earth and rocks at the scene.