test431|alpha|123|bravo|542|charlie|412 ##

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perl -pe "do{s/(\.+?)\|(.+?)\|(.*?)(?=\<\/value\>)/$1\<\/value\>\$2\<\/name\>\$3/gi;} while /\|/;"

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test431alpha123bravo542charlie412

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perl -pe "s/(\|\G)(.+?)\|(.+?)\|(.*?)(?=\<\/value\>)/$1$2\<\/value\>\$3\<\/name\>\$4/g"

test431alpha123|bravo|542|charlie|412