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FAIR VALUE MEASUREMENT (Details) | Sep. 30, 2015 USD ($) | Sep. 30, 2015 CNY (¥) | Dec. 31, 2014 USD ($) | Dec. 31, 2014 CNY (¥)
--- | --- | --- | --- | ---
Fair value measurement |  |  |  |
Short-term investment | $ 1,137,834,875 | ¥ 7,231,623,333 |  | ¥ 6,438,854,587
Hanting |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 134,000,000 | 852,000,000 |  |
Tuniu |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 49,000,000 | 314,000,000 | $ 49,000,000 |
Measured on recurring basis |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 2,361,223,127 | 15,006,989,714 | 1,687,886,653 | 10,472,661,530
Measured on recurring basis | Tujia |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 438,086,487 | 2,784,302,479 |  |
Measured on recurring basis | LY.com |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 354,516,235 | 2,253,163,385 | 249,467,254 | 1,547,844,523
Measured on recurring basis | Hanting |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 134,115,755 | 852,386,094 | 144,864,860 | 898,828,511
Measured on recurring basis | Easy Go |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 643,186,701 | 101,199,997 | 627,905,501
Measured on recurring basis | eHi |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 112,818,178 | 717,027,215 | 86,230,225 | 535,024,052
Measured on recurring basis | Tuniu |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 49,383,291 | 313,860,446 | 34,924,136 | 216,690,294
Measured on recurring basis | Travel agency focusing on teenager market |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 12,744,666 | 81,000,000 | 13,054,830 | 81,000,000
Measured on recurring basis | Big-data service company |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 10,000,000 | 63,556,000 | 10,000,000 | 62,046,000
Measured on recurring basis | Happy City |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 5,715,914 | 36,328,061 | 5,709,000 | 35,422,062
Measured on recurring basis | Dining Secretary |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments | 4,807,729 | 30,556,000 | 4,681,365 | 29,046,000
Measured on recurring basis | Financial products |  |  |  |
Fair value measurement |  |  |  |
Short-term investment | 1,116,632,600 | 7,096,870,156 | 965,490,746 | 5,990,483,880
Measured on recurring basis | Time deposits |  |  |  |
Fair value measurement |  |  |  |
Short-term investment | $ 21,202,275 | 134,753,177 | $ 72,264,240 | 448,370,707
Measured on recurring basis | Quoted prices in active market for identical assets (Level 1) |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 1,883,273,755 |  | 1,650,542,857
Measured on recurring basis | Quoted prices in active market for identical assets (Level 1) | Hanting |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 852,386,094 |  | 898,828,511
Measured on recurring basis | Quoted prices in active market for identical assets (Level 1) | eHi |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 717,027,215 |  | 535,024,052
Measured on recurring basis | Quoted prices in active market for identical assets (Level 1) | Tuniu |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 313,860,446 |  | 216,690,294
Measured on recurring basis | Significant other observable inputs (Level 2) |  |  |  |
Fair value measurement |  |  |  |
Short-term investment |  | 7,231,623,333 |  | 6,438,854,587
Measured on recurring basis | Significant other observable inputs (Level 2) | Financial products |  |  |  |
Fair value measurement |  |  |  |
Short-term investment |  | 7,096,870,156 |  | 5,990,483,880
Measured on recurring basis | Significant other observable inputs (Level 2) | Time deposits |  |  |  |
Fair value measurement |  |  |  |
Short-term investment |  | 134,753,177 |  | 448,370,707
Measured on recurring basis | Unobservable inputs (Level 3) |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 5,892,092,626 |  | 2,383,264,086
Measured on recurring basis | Unobservable inputs (Level 3) | Tujia |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 2,784,302,479 |  |
Measured on recurring basis | Unobservable inputs (Level 3) | LY.com |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 2,253,163,385 |  | 1,547,844,523
Measured on recurring basis | Unobservable inputs (Level 3) | Easy Go |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 643,186,701 |  | 627,905,501
Measured on recurring basis | Unobservable inputs (Level 3) | Travel agency focusing on teenager market |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 81,000,000 |  | 81,000,000
Measured on recurring basis | Unobservable inputs (Level 3) | Big-data service company |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 63,556,000 |  | 62,046,000
Measured on recurring basis | Unobservable inputs (Level 3) | Happy City |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | 36,328,061 |  | 35,422,062
Measured on recurring basis | Unobservable inputs (Level 3) | Dining Secretary |  |  |  |
Fair value measurement |  |  |  |
Available-for-sale investments |  | ¥ 30,556,000 |  | ¥ 29,046,000

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