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PRINCIPAL ACCOUNTING POLICIES - Goodwill and other intangible assets to sales and marketing (Details) | 12 Months Ended |
--- | --- | ---
Dec. 31, 2017 USD ($) | Dec. 31, 2017 CNY (¥) | Dec. 31, 2016 CNY (¥) | Dec. 31, 2015 CNY (¥) | Dec. 31, 2017 CNY (¥)
Intangible assets |  |  |  |  |
Impairment of goodwill |  | ¥ 0 | ¥ 0 | ¥ 0 |
Impairment on other intangible assets |  | 0 | 0 | 0 |
Accrued liability for customer reward program |  |  |  |  |
Accrued liability for customer reward program | $ 93,697,131 |  | 658,170,680 |  | ¥ 609,621,643
Amount of expenses for group's customers reward program |  | 100,000,000 | 202,000,000 | 399,000,000 |
Allowance for doubtful accounts activity |  |  |  |  |
Balance at beginning of year |  | 58,841,826 | 38,237,658 | 14,707,184 |
Provision for doubtful accounts | $ 15,053,760 | 97,944,278 | 32,339,617 | 32,080,786 |
Write-offs |  | (28,064,747) | (11,735,449) | (8,550,312) |
Balance at end of period |  | 128,721,357 | 58,841,826 | 38,237,658 |
Sales and marketing |  |  |  |  |
Advertising expenses |  | ¥ 5,100,000,000 | ¥ 2,800,000,000 | ¥ 1,800,000,000 |
Minimum |  |  |  |  |
Intangible assets |  |  |  |  |
Intangible asset useful life | 3 years | 3 years |  |  |
Maximum |  |  |  |  |
Intangible assets |  |  |  |  |
Intangible asset useful life | 10 years | 10 years |  |  |

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- Definition Amount charged to advertising expense for the period, which are expenses incurred with the objective of increasing revenue for a specified brand, product or product line. + References Reference 1: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 720 -SubTopic 35 -Section 50 -Paragraph 1 -URI http://asc.fasb.org/extlink&oid=6420018&loc=d3e36677-107848 + Details
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- Definition Value of deferred revenue or cost to provide products or services, which is expected to be recognized in income or incurred within one year or the normal operating cycle, if longer, resulting from customer loyalty program. Excludes liability associated with frequent flier programs. Includes liability associated with customer loyalty programs for other businesses, for example, but is not limited to, hotels, supermarkets, credit card companies, automobile rental companies, and book sellers. + References No definition available. + Details
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