With the rapid growth of e-commerce, exploring general representations rather than task-specific ones has attracted increasing attention. Although recent multimodal large language models (MLLMs) have driven significant progress in product understanding, they are typically employed as feature extractors that implicitly encode product information into global embeddings, thereby limiting their ability to capture fine-grained attributes. Therefore, we argue that leveraging the reasoning capabilities of MLLMs to explicitly model fine-grained product attributes holds significant potential. Nevertheless, achieving this goal remains non-trivial due to several key challenges: (i) long-context reasoning tends to dilute the model's attention to salient information in the raw input; (ii) supervised fine-tuning (SFT) primarily encourages rigid imitation, limiting the exploration of effective reasoning strategies; and (iii) fine-grained details are progressively attenuated during forward propagation. To address these issues, we propose MOON3.0, the first reasoning-aware MLLM-based model for product representation learning. Our method (1) employs a multi-head modality fusion module to adaptively integrate raw signals; (2) incorporates a joint contrastive and reinforcement learning framework to autonomously explore more effective reasoning strategies; and (3) introduces a fine-grained residual enhancement module to progressively preserve local details throughout the network. Additionally, we release a large-scale multimodal e-commerce benchmark MBE3.0. Experimentally, our model demonstrates state-of-the-art zero-shot performance across various downstream tasks on both our benchmark and public datasets.
Figures & tables
Figure 1. Overall results on all the downstream tasks.
Figure 2. Comparison of fine-grained attributes among the query, the ground-truth product (denoted as “GT Product”), and a similar product. “ → ” denotes the cosine similarity between their representations.
Figure 3. Pipeline of our MOON3.0 . Each element in the training triplet (query, positive, and negative items) is represented in three modalities: image-only, text-only, and multimodal (image and text). “Attr.” denotes product attributes.
Figure 4. Multi-head Modality Fusion module.
Figure 5. A training sample of our MBE3.0 benchmark. Each training sample includes the image and title of the query, positive item, and negative item, as well as three types of attributes: image-derived attributes (“Img Attr.”), text-derived attributes (“Text Attr.”), and multimodal attributes (“MM Attr.”, the union of image and text attributes).
Table 1. Zero-shot results of the multimodal retrieval, product classification, and attribute prediction tasks on our MBE3.0 benchmark. Both Qwen3-VL-Embedding and GME-Qwen2VL are based on 2B-parameter models. “Dim.” denotes the dimension of representations output by the models (all correspond to the models’ original output).
Table 2. Zero-shot results of the multimodal retrieval and product classification tasks on the M5Product and Fashion200K benchmarks. Both Qwen3-VL-Embedding and GME-Qwen2VL are based on 2B-parameter models.
Table 3. Ablation study on our MBE3.0 benchmark.
Figure 6. Visualization of retrieval results by our MOON3.0 for multimodal query-based item retrieval ( qmm→cmm ), with the model-inferred intermediate attributes (“Reasoning Attr.”) displayed alongside each query and its retrieved items.
Multimodal representation is crucial for E-commerce tasks such as identical product retrieval. Large representation models (e.g., VLM2Vec) demonstrate strong multimodal understanding capabilities, yet they struggle with fine-grained semantic comprehension, which is essential for distinguishing highly similar items. To address this, we propose Attribute-Enhanced Fine-Grained Multi-Modal Representation Learning (AFMRL), which defines product fine-grained understanding as an attribute generation task. It leverages the generative power of Multimodal Large Language Models (MLLMs) to extract key attributes from product images and text, and enhances representation learning through a two-stage training framework: 1) Attribute-Guided Contrastive Learning (AGCL), where the key attributes generated by the MLLM are used in the image-text contrastive learning training process to identify hard samples and filter out noisy false negatives. 2) Retrieval-aware Attribute Reinforcement (RAR), where the improved retrieval performance of the representation model post-attribute integration serves as a reward signal to enhance MLLM's attribute generation during multimodal fine-tuning. Extensive experiments on large-scale E-commerce datasets demonstrate that our method achieves state-of-the-art performance on multiple downstream retrieval tasks, validating the effectiveness of harnessing generative models to advance fine-grained representation learning.
Although recent Multimodal Large Language Models (MLLMs) have advanced general product understanding, they implicitly encode product information into global embeddings, thereby limiting their ability to capture fine-grained attributes. This limitation hinders performance in tasks requiring precise attribute discrimination, such as distinguishing subtle material differences among visually similar products. To address this challenge, we propose HMGCLIP, a unified multimodal embedding framework. By constructing a heterogeneous hypergraph, we leverage hypergraph topology to mine structure-aware hard negatives and align multi-granular semantics at both relation and hyperedge levels. This design enables a dual-granularity inference mechanism that dynamically fuses attribute evidence for both fine-grained and coarse-grained downstream tasks. Furthermore, we release a comprehensive fine-grained e-commerce dataset to facilitate future benchmarking. Extensive experiments on this new dataset and the public MAVE benchmark show that HMGCLIP outperforms strong multimodal encoders, MLLMs, and e-commerce baselines, validating the superiority of HMGCLIP.
Multimodal information is pivotal for e-commerce search ranking. Existing works leverage multimodal data typically by fine-tuning general Multimodal Large Language Models (MLLMs) via collaborative signals, subsequently integrating the derived representations into ranking models as item features. Despite their efficacy, these methods face two primary limitations: (1) they rely on a single collaborative signal for MLLM fine-tuning, failing to exploit the heterogeneous signals essential for multitask ranking; and (2) they treat multimodal representations as regular item features in ranking models, underutilizing their latent potential for user behavior modeling. To address these challenges, we propose the Multiplex Multimodal Representation Model (MMRM), a unified framework that aligns MLLMs with diverse collaborative signals. By employing a shared backbone with task-specific tokens and projection layers, MMRM simultaneously learns from multiple signals and generates comprehensive multiplex item representations in a single inference pass. Furthermore, we introduce a multiplex user representation strategy in ranking models, which derives task-specific user representations via search-based behavior sequence modeling leveraging multiplex item representations. Extensive experiments demonstrate MMRM's superior efficiency and effectiveness. Notably, MMRM has been successfully deployed in the JD e-commerce search engine, yielding significant performance gains for millions of daily users.