mysql "LINES STARTING BY" node with attribute

How can I import XML file with following syntax load into mysql table using Load data or load XML. XML Format:

<?xml version="1.0" encoding="UTF-8" standalone="yes"?>
<merchants xmlns="urn:com:kelkoo:merchant:bean:v1">
    <merchant id="11994513">
        <name>tool-fitness.es</name>
         <url>http://ift.tt/1JlstcH;
         <profile>
            <summary>tienda especializada en máquinas de fitness y material de musculación a precios de descuento.</summary>
            <logo>
                <logoURL>http://ift.tt/1FRTqPG;
            </logo>
        </profile>
         <email>contacto@tool-fitness.es</email>
         </merchant>

    <merchant id="13531013">
     <name>Electrodomesticosweb</name>
         <url>http://ift.tt/1Jlsqxx;
        <profile>
            <summary>tienda venta online de electrodomesticos para el hogar</summary>
            <logo>                <logoURL>http://ift.tt/1FRTqPM;
            </logo>
        </profile>
         <email>info@electrodomesticosweb.es</email>
    </merchant>
</merchants>

First I tried this, but it enters only one record

LOAD DATA LOCAL INFILE "/home/wwwindia/public_html/europe/spain/MerchantFeed_es.xml"
INTO TABLE es_merchant
CHARACTER SET binary
LINES STARTING BY '<merchants xmlns="urn:com:kelkoo:merchant:bean:v1">'   TERMINATED BY '</merchants>'
(@merchants)
SET
  merchant_id = ExtractValue(@merchants, '/merchant/@id'),
  url = ExtractValue(@merchants, '/merchant/url'),
  name = ExtractValue(@merchants, '/merchant/name'),   
  summary = ExtractValue(@merchants, '/merchant/profile/summary'),   
  logoURL = ExtractValue(@merchants, '/merchant/profile/logo/logoURL'),   
  email = ExtractValue(@merchants, '/merchant/email') 
;

Next, when I'm trying to do so with these code, it failed:

LOAD DATA LOCAL INFILE "/home/wwwindia/public_html/europe/spain/MerchantFeed_es.xml"
INTO TABLE es_merchant
CHARACTER SET binary
LINES STARTING BY '<merchant id="13531013">' TERMINATED BY '</merchant>'
(@merchant)
SET
  merchant_id = ExtractValue(@merchant, '@id'),
  url = ExtractValue(@merchant, 'url'),
  name = ExtractValue(@merchant, 'name'),   
  summary = ExtractValue(@merchant, 'profile/summary'),   
  logoURL = ExtractValue(@merchant, 'profile/logo/logoURL'),   
  email = ExtractValue(@merchant, 'email') 
;

Any help?