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INTANGIBLE ASSETS (Details) (CNY)
Dec. 31, 2013
Dec. 31, 2012
Intangible assets disclosures    
Intangible assets 393,663,987 351,131,021
Less: accumulated amortization (37,010,965) (29,647,601)
Net book value 356,653,022 321,483,420
Trademark
    
Intangible assets disclosures    
Intangible assets not subject to amortization 314,329,235 290,715,235
Net book value - intangible assets not subject to amortization 314,329,235 290,715,235
Golf Membership Certificate
    
Intangible assets disclosures    
Intangible assets not subject to amortization 4,200,000 4,200,000
Net book value - intangible assets not subject to amortization 4,200,000 4,200,000
Others
    
Intangible assets disclosures    
Intangible assets not subject to amortization 8,785,287 8,736,321
Net book value - intangible assets not subject to amortization 8,785,287 8,736,321
Non-compete agreements
    
Intangible assets disclosures    
Intangible assets to be amortized 11,479,610 11,479,610
Less: accumulated amortization (11,479,610) (9,183,688)
Net book value - intangible assets to be amortized   2,295,922
Customer list
    
Intangible assets disclosures    
Intangible assets to be amortized 15,942,578 15,942,578
Less: accumulated amortization (11,982,578) (10,499,636)
Net book value - intangible assets to be amortized 3,960,000 5,442,942
Supplier relationship
    
Intangible assets disclosures    
Intangible assets to be amortized 27,780,000 9,700,000
Less: accumulated amortization (3,178,333) (1,455,000)
Net book value - intangible assets to be amortized 24,601,667 8,245,000
Technology patent
    
Intangible assets disclosures    
Intangible assets to be amortized 9,240,000 9,240,000
Less: accumulated amortization (9,240,000) (7,392,000)
Net book value - intangible assets to be amortized   1,848,000
Cross-border travel agency license
    
Intangible assets disclosures    
Intangible assets to be amortized 1,117,277 1,117,277
Less: accumulated amortization (1,117,277) (1,117,277)
Others
    
Intangible assets disclosures    
Intangible assets to be amortized 790,000  
Net book value - intangible assets not subject to amortization 776,833  
Less: accumulated amortization (13,167)