Generative retrieval (GR) offers a promising paradigm for industrial search by unifying candidate generation within an autoregressive framework. However, effectively leveraging user behaviors in industrial GR remains challenging: existing SID tokenization methods struggle to preserve collaborative signals while maintaining balanced codebook utilization, whereas reinforcement learning (RL) for prioritizing high-value candidates suffers from sparse rewards when generated SIDs fail to match positive items. To address these challenges, we propose WeGR, a unified GR framework with two complementary components. Specifically, the Collaborative and Collapse-free Tokenizer (CoCo-VAE) injects query-to-item and item-to-item collaborative signals into continuous representations before quantization, preserving behavioral information without disrupting codebook optimization. It further couples first-layer codebook refresh to reactivate underutilized codewords with fidelity anti-collapse regularization, which broadens gradient coverage over relevant codewords and penalizes collisions in deeper layers to yield behavior-aware SIDs with balanced utilization. For preference alignment, Dynamic Horizon Policy Optimization (DHPO) progressively expands reward evaluation and policy optimization horizons to alleviate reward sparsity, enabling coarse-to-fine preference learning from SID prefixes to complete items without auxiliary reward models. Extensive offline experiments validate that WeGR improves retrieval and ranking performance. Moreover, a six-week online A/B test on a large-scale e-commerce search platform achieves relative gains of 2.539% in orders, 1.508% in CTR, and 1.381% in CVR, while reducing CPU and GPU usage by 25.5% and 26.1%. These results highlight the effectiveness and efficiency of WeGR in industrial deployment, supporting multiple search scenarios and tens of millions of daily page views.

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