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TAXATION (Details 4)
3 Months Ended 12 Months Ended
Jun. 30, 2012
Dec. 31, 2013
CNY
Dec. 31, 2012
CNY
Dec. 31, 2011
CNY
Dec. 31, 2013
USD ($)
Reconciliation of differences between statutory tax rate and effective tax rate          
Statutory CIT rate (as a percent)   25.00% 25.00% 25.00%  
Tax differential from statutory rate applicable to Subsidiaries in the PRC (as a percent)   (15.00%) (17.00%) (10.00%)  
Non-deductible expenses incurred (as a percent)   16.00% 13.00% 6.00%  
Withholding tax rate (as a percent) 5.00%   10.00%    
Others (as a percent)   0.00% 0.00% (1.00%)  
Effective CIT rate (as a percent)   26.00% 31.00% 20.00%  
Deferred tax assets:          
Loss carry forward   86,735,795 42,205,411    
Accrued liability for customer reward related programs   60,078,932 32,209,006    
Accrued staff salary   34,842,016 22,215,827    
Deferred tax liabilities   (390,000) (390,000)    
Others   2,448,552 3,452,556    
Less: Valuation allowance of deferred tax assets   (86,735,795) (37,852,274) (14,785,786)  
Total deferred tax assets   96,979,500 61,840,526   16,019,872
Deferred tax liabilities, non-current:          
Recognition of intangible assets   (63,197,155) (53,309,153)    
Net deferred tax assets   33,782,345 8,531,373    
Operating tax loss carry forwards   347,000,000      
Movement of valuation allowances          
Balance at beginning of year   37,852,274 14,785,786 12,733,226  
Current year additions   48,883,521 27,991,746 2,879,759  
Current year disposal due to divestitures     (4,925,258) (827,199)  
Balance at end of year   86,735,795 37,852,274 14,785,786