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FAIR VALUE MEASUREMENT (Details 2) | 1 Months Ended |  | 12 Months Ended |  | 12 Months Ended |  | 12 Months Ended |  | 12 Months Ended
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Dec. 31, 2013 eHi USD ($) | Oct. 31, 2013 Easy Go USD ($) | Nov. 30, 2010 Dining Secretary USD ($) | Jun. 30, 2013 Happy City USD ($) | Dec. 31, 2013 Available-for-sale securities eHi Unobservable inputs (Level 3) USD ($) | Dec. 31, 2013 Available-for-sale securities eHi Unobservable inputs (Level 3) CNY | Dec. 31, 2013 Available-for-sale securities eHi Unobservable inputs (Level 3) Series E Preferred Shares CNY | Dec. 31, 2013 Available-for-sale securities Easy Go Unobservable inputs (Level 3) CNY | Dec. 31, 2013 Available-for-sale securities Easy Go Unobservable inputs (Level 3) USD ($) | Dec. 31, 2013 Available-for-sale securities Easy Go Unobservable inputs (Level 3) Series B Preferred Shares CNY | Dec. 31, 2013 Available-for-sale securities Dining Secretary Unobservable inputs (Level 3) CNY | Dec. 31, 2012 Available-for-sale securities Dining Secretary Unobservable inputs (Level 3) CNY | Dec. 31, 2013 Available-for-sale securities Dining Secretary Unobservable inputs (Level 3) USD ($) | Dec. 31, 2013 Available-for-sale securities Happy City Unobservable inputs (Level 3) CNY | Dec. 31, 2013 Available-for-sale securities Happy City Unobservable inputs (Level 3) USD ($) | Dec. 31, 2013 Available-for-sale securities Happy City Unobservable inputs (Level 3) Series A Preferred Shares CNY
Roll forward of Level 3 investment |  |  |  |  |  |  |  |  |  |  |  |  |  |  |  |
Fair value of Level 3 investment, beginning balance |  |  |  |  | $ 94,318,772 | 570,977,550 |  |  | $ 23,771,275 |  | 60,234,118 | 65,414,773 | $ 9,290,577 |  | $ 6,171,156 |
Investment in preferred shares | (94,050,000) | (23,000,000) | (10,000,000) | (6,000,000) |  |  | 570,977,550 |  |  | 139,633,000 |  |  |  |  |  | 36,715,800
Change in fair value of investment |  |  |  |  |  |  |  | 4,271,165 |  |  | (2,227,753) | (4,542,655) |  | 642,527 |  |
Effect of exchange rate change |  |  |  |  |  |  |  |  |  |  | (1,764,000) | (638,000) |  |  |  |
Fair value of Level 3 investment, ending balance |  |  |  |  | $ 94,318,772 | 570,977,550 |  | 143,904,165 | $ 23,771,275 |  | 56,242,365 | 60,234,118 | $ 9,290,577 | 37,358,327 | $ 6,171,156 |

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