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INVESTMENTS - Unaudited condensed financial information of equity investments (Details)
 12 Months Ended
Dec. 31, 2017
USD ($)
Dec. 31, 2017
CNY (¥)
Dec. 31, 2016
CNY (¥)
Dec. 31, 2015
CNY (¥)
Investment transaction disclosures        
Carrying value of investments under equity method   ¥ 6,068,391,137 ¥ 4,114,199,782  
Operating data:        
Equity in income / (loss) of affiliates $ (10,008,156) (65,116,066) 601,883,179 ¥ (135,780,312)
Balance sheet data:        
Total cash paid for equity method investments   200,000,000 1,000,000,000 2,900,000,000
Investment funds        
Investment transaction disclosures        
Carrying value of investments under equity method   780,000,000 616,000,000  
Qunar        
Operating data:        
Revenue       841,814,520
Gross profit       537,240,212
Income/(loss) from operations       (4,792,664,736)
Net loss       (4,917,200,749)
Net loss attributable to our equity method investments companies       (2,352,388,839)
Add: Gain from disposal of equity investments, including the remeasurement gain/(loss) from previously held equity investments in step acquisitions       2,352,388,839
Balance sheet data:        
Current assets       9,433,080,372
Long-term assets       1,072,464,782
Current liabilities       10,442,341,153
Long-term liabilities       93,019,969
Non-controlling interests       5,282,358
Other equity investments        
Operating data:        
Revenue     5,917,850,003 7,069,224,177
Gross profit     4,785,282,088 1,581,396,551
Income/(loss) from operations     155,471,096 (20,961,158)
Net loss     (62,190,299) (189,461,030)
Net loss attributable to our equity method investments companies     (55,314,772) (127,465,948)
Add: Equity dilution impact     11,027,933 (8,314,364)
Add: Gain from disposal of equity investments, including the remeasurement gain/(loss) from previously held equity investments in step acquisitions     1,369,310,070  
Equity in income / (loss) of affiliates     1,325,023,231 (135,780,312)
Balance sheet data:        
Current assets     3,353,714,017 4,091,410,052
Long-term assets     17,298,415,142 10,102,034,376
Current liabilities     11,595,906,780 4,043,523,264
Long-term liabilities     1,650,938,946 466,730,372
Non-controlling interests     1,944,540,518 ¥ 76,928,317
eLong        
Operating data:        
Revenue     1,895,409,404  
Gross profit     997,644,227  
Income/(loss) from operations     (1,312,847,794)  
Net loss     (1,635,384,928)  
Net loss attributable to our equity method investments companies     (722,307,716)  
Add: Equity dilution impact     (832,336)  
Equity in income / (loss) of affiliates     (723,140,052)  
Balance sheet data:        
Current assets     1,978,681,514  
Long-term assets     454,710,971  
Current liabilities     1,687,293,575  
Long-term liabilities     15,970,032  
Non-controlling interests     ¥ 15,512,748  
Equity investments        
Operating data:        
Revenue   14,242,886,080    
Gross profit   8,145,081,600    
Income/(loss) from operations   80,460,912    
Net loss   (222,770,078)    
Net loss attributable to our equity method investments companies   (78,644,006)    
Add: Equity dilution impact   13,527,940    
Equity in income / (loss) of affiliates   (65,116,066)    
Balance sheet data:        
Current assets   9,836,444,371    
Long-term assets   16,552,821,327    
Current liabilities   8,061,346,134    
Long-term liabilities   6,191,180,525    
Non-controlling interests   ¥ 323,853,090