VARG: Value-Aware and Ranking-Aligned Generative Retrieval for Dynamic E-commerce Search

Integrating recall and pre-ranking in e-commerce search requires candidate generation to account for relevance, personalization, and business value before final ranking. To this end, we present VARG, a generative retrieval system for Tmall App search that directly admits generated item candidates to the existing final ranker. VARG-ID constructs semantic prefixes using RQ-VAE, enhances search relevance through bidirectional query-item contrastive learning, and combines these prefixes with a value-ordered third token to provide fine-grained item addresses and a business-value prior. Three-stage supervised fine-tuning progressively learns item-to-identifier mappings, query-semantic retrieval, and personalized retrieval. Personalized model training combines value-aware and hierarchy-aligned supervision with expanded user context, and uses local ordinal supervision (LO-SFT) to learn the local within-cluster ordering encoded by the third token. Prefix-GRPO combines gated rewards based on output legality, user behavior, ranker advantage, and search relevance with prefix-aware token weighting to align candidate generation with business value and ranking objectives. Coordinated daily product and model updates preserve existing item addresses while incorporating new products and behavioral feedback. Offline experiments on tens of millions of products validate identifier stability and demonstrate gains in retrieval quality and head-level value recall from SFT strategies and Prefix-GRPO over their respective baselines. In a 14-day online A/B test covering 20% of search traffic, VARG directly admits generated candidates to the final ranker and improves GMV by 1.45%, per-user IPV by 0.22%, and PCTR by 0.31%. Online shopping-guide query evaluations further show that VARG maintains competitive relevance with a smaller candidate quota.