NEW YORK ( TheStreet) -- eLong (Nasdaq: LONG) has been upgraded by TheStreet Ratings from hold to buy. The company's strengths can be seen in multiple areas, such as its robust revenue growth, largely solid financial position with reasonable debt levels by most measures, increase in net income, expanding profit margins and solid stock price performance. We feel these strengths outweigh the fact that the company has had somewhat disappointing return on equity.

Highlights from the ratings report include:
  • Investors have apparently begun to recognize positive factors similar to those we have mentioned in this report, including earnings growth. This has helped drive up the company's shares by a sharp 131.42% over the past year, a rise that has exceeded that of the S&P 500 Index. We feel that the stock's sharp appreciation over the last year has driven it to a price level which is now somewhat expensive compared to the rest of its industry. The other strengths this company shows, however, justify the higher price levels.
  • The gross profit margin for ELONG INC -ADR is currently very high, coming in at 76.70%. It has increased from the same quarter the previous year. Regardless of the strong results of the gross profit margin, the net profit margin of 6.20% trails the industry average.
  • The net income growth from the same quarter one year ago has exceeded that of the S&P 500 and greatly outperformed compared to the Hotels, Restaurants & Leisure industry average. The net income increased by 35.4% when compared to the same quarter one year prior, rising from $0.87 million to $1.18 million.
  • LONG has no debt to speak of therefore resulting in a debt-to-equity ratio of zero, which we consider to be a relatively favorable sign. Along with this, the company maintains a quick ratio of 6.38, which clearly demonstrates the ability to cover short-term cash needs.
  • The revenue growth came in higher than the industry average of 0.9%. Since the same quarter one year prior, revenues rose by 28.4%. This growth in revenue appears to have trickled down to the company's bottom line, improving the earnings per share.

eLong, Inc. operates as an online travel service provider in the People's Republic of China. The company has a P/E ratio of 189.9, below the average diversified services industry P/E ratio of 218.9 and above the S&P 500 P/E ratio of 17.7. eLong has a market cap of $629.5 million and is part of the services sector and diversified services industry. Shares are up 26.8% year to date as of the close of trading on Thursday.

You can view the full eLong Ratings Report or get investment ideas from our investment research center.
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