Quick thought and as g.britton pointed out, the reference has to be exact, try this out for a size
😎
DECLARE @testXml XML;
select @testXml='<invoices>
<InvoiceNo>13537010*1</InvoiceNo>
<psship>value_psship1</psship>
<InvoiceNo>13537010*3</InvoiceNo>
<psship>value_psship2</psship>
<InvoiceNo>13537010*4</InvoiceNo>
<psship>value_psship3</psship>
<InvoiceNo>13537010*5</InvoiceNo>
<psship>value_psship4</psship>
<InvoiceNo>13537010*7</InvoiceNo>
<psship>value_psship5</psship>
</invoices>';
SELECT
INVOICE.DATA.value('.[1]','VARCHAR(50)')
FROM @testXml.nodes('/invoices') Tab(Col)
OUTER APPLY Tab.Col.nodes('InvoiceNo') AS INVOICE(DATA)
Results
-----------
13537010*1
13537010*3
13537010*4
13537010*5
13537010*7