ORGANIZATION AND DESCRIPTION OF BUSINESS (Schedule of Variable Interest Entities) (Details)
 12 Months Ended
Dec. 31, 2013
USD ($)
Dec. 31, 2013
CNY
Dec. 31, 2012
CNY
Dec. 31, 2011
CNY
Dec. 31, 2013
Consolidated VIE [Member]
CNY
Dec. 31, 2012
Consolidated VIE [Member]
CNY
Dec. 31, 2011
Consolidated VIE [Member]
CNY
Dec. 31, 2013
Consolidated VIE [Member]
USD ($)
Variable Interest Entity [Line Items]                
Current assets $ 381,035,257 2,306,673,132 2,195,560,033   254,437,296 199,203,364   $ 42,030,047
Non-current assets 53,191,157 322,003,308 275,072,592   136,944,224 82,265,309   22,621,574
Total assets 434,226,414 2,628,676,440 2,470,632,625   391,381,520 281,468,673   64,651,621
Current liabilities 108,283,109 655,513,456 432,672,772   186,305,937 151,614,207   30,775,548
Total non-current liabilities 343,377 2,078,698 1,085,590   2,078,698 85,590   343,377
Total liabilities 108,626,486 657,592,154 433,758,362   188,384,635 151,699,797   31,118,925
Total net assets         202,996,885 129,768,876   33,532,696
Net revenues 178,260,654 1,079,136,520 797,209,003 624,998,914 228,269,599 205,647,992 165,990,943  
Net income $ (27,707,034) (167,730,074) 471,278 39,270,319 14,383,536 8,165,122 28,701,457