Xfmap
From Fmepedia
The FME XML Reader reads an input document and processes it according to instructions, called mapping rules, that are specified in a file called an xfMap document. The xfMap is a one way xml to FME feature mapping. Reading for many of the custom GML/XML formats you see in FME are mostly done using xfMaps.
Users may create their own xfmap - if so they can be used with the "XML (Generic)" reader by specifying the xfmap through the "Settings..." button.
The FME Readers and Writers document, has an xfMap section (http://www.safe.com/support/online-documentation/ReadersWriters/xml_-_xfmap_.htm) (click Show once you get to this page to see the complete TOC) in its "XML Reader/Writer" chapter that helps explain xfMaps.
There is also a little XfMap tutorial/case study that walks through making a simple xfMap to parse a relatively simple XML file (and then goes on to wrap the whole thing up into a custom format to make it very nice to use).
NB: xfmaps are used for reading data, not writing, as it is a one way xml to FME feature mapping. Writing for the custom GML/XML formats you see in the FME are mostly done with XSLT or through custom code.
