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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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Represents the amount of expenses for group's customers reward program.

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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.

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Amount of direct write-downs of accounts receivable charged against the allowance.

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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.

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Useful life of finite-lived intangible assets, in 'PnYnMnDTnHnMnS' format, for example, 'P1Y5M13D' represents the reported fact of one year, five months, and thirteen days.

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Amount of loss from the write-down of an asset representing the future economic benefits arising from other assets acquired in a business combination that are not individually identified and separately recognized.

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Amount of expense related to write-down of receivables to the amount expected to be collected. Includes, but is not limited to, accounts receivable and notes receivable.

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