Generative retrieval offers a promising alternative by unifying the fragmented multi-stage retrieval process into a single end-to-end model. However, its practical adoption in industrial e-commerce search remains challenging, given the massive and dynamic product catalogs, strict latency requirements, and the need to align retrieval with downstream ranking goals. In this work, we propose a retrieval framework tailored for real-world recall scenarios, positioning generative retrieval as a recall-stage supplement rather than an end-to-end replacement. Our method, CQ-SID (Category-and-Query constrained Semantic ID), employs category-aware and query-item contrastive learning along with Residual Quantized VAEs to encode items into hierarchical semantic cluster identifiers, significantly reducing beam search complexity. Additionally, we develop EG-GRPO (Expert-Guided Group Relative Policy Optimization), a reinforcement learning approach that aligns generative recall with downstream ranking under sparse rewards by injecting ground-truth samples to stabilize training. Offline experiments on TmallAPP search logs show that CQ-SID achieves up to 26.76% and 11.11% relative gains in semantic and personalized click hitrate over RQ-VAE baselines, while halving beam search size. EG-GRPO further improves multi-objective performance. Online A/B tests confirm gains in GMV (+1.15%) and UCTCVR (+0.40%). The generative recall channel now contributes substantially in production, accounting for over 50.25% of exposures, 58.96% of clicks, and 72.63% of purchases, demonstrating a viable path for deploying generative retrieval in real-world e-commerce systems.

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