  Automatic product description generation for e-commerce has witnessed
significant advancement in the past decade. Product copywriting aims to attract
users' interest and improve user experience by highlighting product
characteristics with textual descriptions. As the services provided by
e-commerce platforms become diverse, it is necessary to adapt the patterns of
automatically-generated descriptions dynamically. In this paper, we report our
experience in deploying an E-commerce Prefix-based Controllable Copywriting
Generation (EPCCG) system into the JD.com e-commerce product recommendation
platform. The development of the system contains two main components: 1)
copywriting aspect extraction; 2) weakly supervised aspect labeling; 3) text
generation with a prefix-based language model; 4) copywriting quality control.
We conduct experiments to validate the effectiveness of the proposed EPCCG. In
addition, we introduce the deployed architecture which cooperates with the
EPCCG into the real-time JD.com e-commerce recommendation platform and the
significant payoff since deployment.
