problems with match

Hi,
this is quite a simple problem, but I don't understand it.
Why does this not work?

<xsl:template match="/">
    the main body
    <xsl:call-template name="title"/>
</xsl:template>

<xsl:template name="title" match="/root/output">
    <b>Auftrag #<xsl:value-of select="data/ordernr" /> (<xsl:value-of
select="data/shopname" />)       </b>
</xsl:template>

I mean the template name=title -> last section

Why must I apply the value-of select like this, although I have a "match" in
the <xsl:template name="title" - tag?:
It only works like this:

<xsl:template name="title" match="/root/output">
    <b>Auftrag #<xsl:value-of select="data/ordernr" /> (<xsl:value-of
select="data/shopname" />)       </b>
</xsl:template>

Who has got a hint?

Regards Jochen

The xml-stuff:
<?xml version="1.0"?>
<root>
   <output>
      <data>
   <ordernr>9026</ordernr>
   <productnr>PD1X404</productnr>
    <product_id>404</product_id>
      </data>

      <data>
         <ordernr>9026</ordernr>
         <productnr>PD1X405</productnr>
         <product_id>405</product_id>
      </data>
   </output>
</root>



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