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GuruFocus Financial Strength Rank measures how strong a company’s financial situation is. It is based on these factors

1. The debt burden that the company has as measured by its Interest coverage (current year).
2. Debt to revenue ratio. The lower, the better
3. Altman Z-score.

A company ranks high with financial strength is likely to withstand any business slowdowns and recessions.

Financial Strength : 9/10

vs
industry
vs
history
Cash to Debt No Debt
LONG's Cash to Debt is ranked higher than
83% of the 83 Companies
in the Global Personal Services industry.

( Industry Median: 0.78 vs. LONG: No Debt )
LONG' s 10-Year Cash to Debt Range
Min: 160.82   Max: No Debt
Current: No Debt

Equity to Asset 0.77
LONG's Equity to Asset is ranked higher than
91% of the 81 Companies
in the Global Personal Services industry.

( Industry Median: 0.41 vs. LONG: 0.77 )
LONG' s 10-Year Equity to Asset Range
Min: 0.67   Max: 0.95
Current: 0.77

0.67
0.95
Interest Coverage No Debt
LONG's Interest Coverage is ranked higher than
93% of the 69 Companies
in the Global Personal Services industry.

( Industry Median: 11.14 vs. LONG: No Debt )
LONG' s 10-Year Interest Coverage Range
Min: 16.27   Max: 9999.99
Current: No Debt

16.27
9999.99
F-Score: 4
Z-Score: 4.32
M-Score: -2.40
GuruFocus Profitability Rank ranks how profitable a company is and how likely the company’s business will stay that way. It is based on these factors:

1. Operating Margin
2. Trend of the Operating Margin (5-year average). The company with an uptrend profit margin has a higher rank.
••3. Consistency of the profitability
4. Piotroski F-Score
5. Predictability Rank•

The maximum rank is 10. A rank of 7 or higher means a higher profitability and may stay that way. A rank of 3 or lower indicates that the company has had trouble to make a profit.

Profitability Rank is not directly related to the Financial Strength Rank. But if a company is consistently profitable, its financial strength will be stronger.

Profitability & Growth : 5/10

vs
industry
vs
history
Operating margin (%) -8.89
LONG's Operating margin (%) is ranked lower than
69% of the 83 Companies
in the Global Personal Services industry.

( Industry Median: 8.83 vs. LONG: -8.89 )
LONG' s 10-Year Operating margin (%) Range
Min: -53.89   Max: 9.77
Current: -8.89

-53.89
9.77
Net-margin (%) 0.06
LONG's Net-margin (%) is ranked lower than
58% of the 83 Companies
in the Global Personal Services industry.

( Industry Median: 4.44 vs. LONG: 0.06 )
LONG' s 10-Year Net-margin (%) Range
Min: -54.3   Max: 6.7
Current: 0.06

-54.3
6.7
ROE (%) 0.02
LONG's ROE (%) is ranked lower than
58% of the 81 Companies
in the Global Personal Services industry.

( Industry Median: 8.46 vs. LONG: 0.02 )
LONG' s 10-Year ROE (%) Range
Min: -51.3   Max: 1.96
Current: 0.02

-51.3
1.96
ROA (%) 0.02
LONG's ROA (%) is ranked lower than
58% of the 83 Companies
in the Global Personal Services industry.

( Industry Median: 2.58 vs. LONG: 0.02 )
LONG' s 10-Year ROA (%) Range
Min: -27.61   Max: 1.78
Current: 0.02

-27.61
1.78
ROC (Joel Greenblatt) (%) -91.42
LONG's ROC (Joel Greenblatt) (%) is ranked lower than
70% of the 83 Companies
in the Global Personal Services industry.

( Industry Median: 17.91 vs. LONG: -91.42 )
LONG' s 10-Year ROC (Joel Greenblatt) (%) Range
Min: -102.64   Max: 112.35
Current: -91.42

-102.64
112.35
Revenue Growth (%) 18.00
LONG's Revenue Growth (%) is ranked higher than
88% of the 58 Companies
in the Global Personal Services industry.

( Industry Median: 5.30 vs. LONG: 18.00 )
LONG' s 10-Year Revenue Growth (%) Range
Min: -2.4   Max: 60.6
Current: 18

-2.4
60.6
EPS Growth (%) -76.10
LONG's EPS Growth (%) is ranked lower than
67% of the 45 Companies
in the Global Personal Services industry.

( Industry Median: 7.80 vs. LONG: -76.10 )
LONG' s 10-Year EPS Growth (%) Range
Min: -76.1   Max: 27.8
Current: -76.1

-76.1
27.8
» LONG's 10-Y Financials

Financials


Revenue & Net Income
Cash & Debt
Oprt. Cash Flow & Free Cash Flow

» Details

Guru Trades

Q1 2013

LONG Guru Trades in Q1 2013

Jim Simons 356,300 sh (+0.56%)
» More
Q2 2013

LONG Guru Trades in Q2 2013

Jim Simons 359,600 sh (+0.93%)
» More
Q3 2013

LONG Guru Trades in Q3 2013

Jim Simons 363,600 sh (+1.11%)
» More
Q4 2013

LONG Guru Trades in Q4 2013

Steven Cohen 7,300 sh (New)
Jim Simons 360,000 sh (-0.99%)
» More
» Details

Insider Trades

Latest Guru Trades with LONG



No Insider Trades Found!
» Interactive Charts

Peter Lynch Chart ( What is Peter Lynch Charts )

Ratios

vs
industry
vs
history
P/B 1.70
LONG's P/B is ranked higher than
57% of the 79 Companies
in the Global Personal Services industry.

( Industry Median: 2.06 vs. LONG: 1.70 )
LONG' s 10-Year P/B Range
Min: 0.82   Max: 4.07
Current: 1.7

0.82
4.07
P/S 3.50
LONG's P/S is ranked lower than
82% of the 83 Companies
in the Global Personal Services industry.

( Industry Median: 1.17 vs. LONG: 3.50 )
LONG' s 10-Year P/S Range
Min: 2.69   Max: 22.54
Current: 3.5

2.69
22.54
EV-to-EBIT 28.60
LONG's EV-to-EBIT is ranked lower than
76% of the 75 Companies
in the Global Personal Services industry.

( Industry Median: 15.67 vs. LONG: 28.60 )
LONG' s 10-Year EV-to-EBIT Range
Min: 18.2   Max: 100.8
Current: 28.6

18.2
100.8

Valuation & Return

vs
industry
vs
history
Price/Net Cash 17.50
LONG's Price/Net Cash is ranked lower than
78% of the 9 Companies
in the Global Personal Services industry.

( Industry Median: 12.00 vs. LONG: 17.50 )
LONG' s 10-Year Price/Net Cash Range
Min: 8.33   Max: 33.3
Current: 17.5

8.33
33.3
Price/Net Current Asset Value 8.80
LONG's Price/Net Current Asset Value is ranked higher than
56% of the 16 Companies
in the Global Personal Services industry.

( Industry Median: 9.00 vs. LONG: 8.80 )
LONG' s 10-Year Price/Net Current Asset Value Range
Min: 6.56   Max: 23.61
Current: 8.8

6.56
23.61
Price/Tangible Book 1.90
LONG's Price/Tangible Book is ranked higher than
56% of the 57 Companies
in the Global Personal Services industry.

( Industry Median: 2.00 vs. LONG: 1.90 )
LONG' s 10-Year Price/Tangible Book Range
Min: 1.04   Max: 3.38
Current: 1.9

1.04
3.38
Price/DCF (Projected) 1.60
LONG's Price/DCF (Projected) is ranked lower than
53% of the 43 Companies
in the Global Personal Services industry.

( Industry Median: 1.30 vs. LONG: 1.60 )
LONG' s 10-Year Price/DCF (Projected) Range
Min: 1.15   Max: 3.02
Current: 1.6

1.15
3.02
Price/Median PS Value 0.70
LONG's Price/Median PS Value is ranked higher than
88% of the 82 Companies
in the Global Personal Services industry.

( Industry Median: 1.00 vs. LONG: 0.70 )
LONG' s 10-Year Price/Median PS Value Range
Min: 0.59   Max: 3.65
Current: 0.7

0.59
3.65
Earnings Yield (Greenblatt) 3.50
LONG's Earnings Yield (Greenblatt) is ranked lower than
66% of the 74 Companies
in the Global Personal Services industry.

( Industry Median: 6.30 vs. LONG: 3.50 )
LONG' s 10-Year Earnings Yield (Greenblatt) Range
Min: 1   Max: 5.5
Current: 3.5

1
5.5
Forward Rate of Return (Yacktman) 1.29
LONG's Forward Rate of Return (Yacktman) is ranked higher than
58% of the 50 Companies
in the Global Personal Services industry.

( Industry Median: 4.79 vs. LONG: 1.29 )
LONG' s 10-Year Forward Rate of Return (Yacktman) Range
Min: 0.1   Max: 0.3
Current: 1.29

0.1
0.3

Business Description

Industry: Personal Services » Personal Services
Compare:STAN, HRB, CSV, TUC, SCI » details
Traded in other countries:FNE.Germany
ELong, Inc., was incorporated in the British Virgin Islands on April 4, 2001. The Company is an online hotel reservations in China, offering consumers a hotel network of almost 200,000 bookable domestic and international properties in 200 countries. It enable travelers to make informed hotel and air ticket booking decisions through it convenient website and mobile (iPhone, iPad, Android, and Windows Phone) applications and easy to use tools such as destination guides, photos, virtual tours, maps and user reviews. The Company provide 24-hour customer support and the ability to fulfill domestic and international air ticket reservations across China. It mainly operates and manages its business as two reportable segments: Hotel and Air. The Hotel segment provides hotel reservation services to customers and the Air segment provides air ticket booking services to customers. Other segment provides internet-related advertising services and other travel services such as travel insurance. The Company operates 24-hour customer service centers in Beijing and Hefei that are accessible on a toll-free basis for telephone calls in China. It markets its services through a combination of online marketing, media advertising, co-marketing with other companies and direct marketing. The Company competes with other online travel agencies, including its competitor, Ctrip, as well as other ecommerce companies such as Meituan and travel search services such as Qunar.

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