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PRINCIPAL ACCOUNTING POLICIES (Details 7)
 12 Months Ended
Dec. 31, 2013
USD ($)
item
Dec. 31, 2013
CNY
Dec. 31, 2012
CNY
Dec. 31, 2011
CNY
Dec. 31, 2013
Minimum
Dec. 31, 2013
Maximum
PRINCIPAL ACCOUNTING POLICIES            
Number of business acquisitions or investments material to businesses or financial results of the entity 0 0        
Impairment of goodwill   0 0 0    
Impairment on other intangible assets   0 0 0    
Impairment of long-lived assets   0 0 0    
Intangible assets            
Intangible asset useful life         3 years 10 years
Accrued liability for customer reward program            
Amount of accrued liability for group's customers reward program 47,023,958 284,668,935 217,548,153      
Amount of expenses for group's customers reward program   203,000,000 157,000,000 128,000,000    
Allowance for doubtful accounts activity            
Balance at beginning of year   4,351,963 4,974,138 5,718,742    
Provision for doubtful accounts 469,577 2,842,681 376,164 185,443    
Write-offs   (1,297,741) (998,339) (930,047)    
Balance at end of period   5,896,903 4,351,963 4,974,138    
Sales and marketing            
Advertising expenses   537,757,200 275,501,438 163,324,295